April 2, 2026

CHANEL 25: Reviving a Pop and Fashion Icon 

CHANEL celebrates the launch of the CHANEL 25 bag in 2026, reviving a historic moment in pop culture from 25 years ago. In true CHANEL fashion, nothing is left to chance—the numerology of “25” is deliberate, reflecting every detail of this launch, while paying homage to the iconic 2002 music video Come Into My World by Kylie Minogue. 

In that legendary video, directed by Michel Gondry, Kylie walks through a Parisian neighborhood in an infinite loop, repeatedly crossing paths with herself—all filmed in a single, flawless take. Even today, more than two decades later, fans still wonder how it was achieved. Perhaps, as many believe, Kylie’s magical aura played a part. 

Now, CHANEL reimagines that iconic moment with its House ambassador, Margot Robbie, walking through a Parisian setting in a near-identical sequence. Each version of Margot carries a different CHANEL 25, showing that the bag can adapt to your style or the mood of the day. One bag, multiple colors—perfect for pairing with any outfit. 

The CHANEL 25 Mini is available in a wide palette of colors: black, white, beige, dark orange, brown, pink, dark khaki, light green, dark brown, deep burgundy, dark blue, ecru and camel, ecru and black, as well as black and white. It also comes in various materials: smooth, grained, or crinkled calfskin, shiny calfskin, canvas, and denim. This versatility allows for endless styling possibilities, offering a practical, contemporary, and elegant bag for the woman on the go. 

Directed again by Michel Gondry, the campaign includes a playful cameo by Kylie Minogue, referencing the iconic 2002 video. Photographs by Craig McDean feature Margot Robbie carrying the CHANEL 25 in both sophisticated and casual looks, highlighting the bag’s adaptability to different personalities and occasions. 

Dynamic, pop-inspired, and full of cultural references, this launch celebrates CHANEL’s essence: effortless elegance, practicality, and a touch of magic. With the CHANEL 25 Mini, every woman can express her unique style while reliving a classic moment in pop culture, 25 years later. 

author SEBASTIAN MAGUNACELAYA 

images COURTESY OF THE BRAND