Dua Lipa: The Pace and the Face
At the heart of the campaign is Dua Lipa, captured in motion as she navigates New York City with quiet clarity. The campaign is not built on spectacle – it flows with the city, soundtracked by She Drives Me Crazy by Fine Young Cannibals. Directed by Gordon von Steiner and photographed by David Sims, the film avoids grand statements. Instead, it observes. It follows Lipa, rather than leading her.
Her walk has its own pulse. Her gestures speak without script. There is no attempt to overstate the product or frame her in something she is not. She is at ease, in movement and in silence.
Lipa’s connection to Chanel began long before this campaign. She once shared that her first major purchase as an artist was a Chanel Boy bag. This return, now as the face of the CHANEL 25, closes a circle quietly, without ceremony.
Design in Motion
The CHANEL 25 handbag balances utility and elegance through subtle construction. Offered in grained calfskin and washed denim, the bag maintains a tactile richness while preserving flexibility. Its exterior is punctuated by a set of functional cargo pockets, an element rarely seen in Chanel’s past handbag lines, yet seamlessly integrated into this model’s identity.
The silhouette holds its own without appearing rigid. Sizes vary, allowing for different uses and proportions, though the overall design philosophy remains the same: to accompany movement, not interrupt it.
The materials reflect the city. Calfskin absorbs light, giving the bag a depth and weight, while the washed denim versions reflect a more relaxed tension between softness and strength. The palette leans neutral, with tones that wear easily – day or night, summer or early spring.
The Campaign Film: A Moving Frame
This isn’t a campaign that rests on slogans. The film speaks through pace, texture, and the beat of a city. Lipa appears without excess styling or artifice. The bag does not need introduction – it exists with her, as part of her movement, visible but not declared.
Cinematography draws from realism, not fashion fantasy. It feels as though the viewer is watching from across the street, or from a passing cab window. There’s a sense of proximity without intrusion. New York becomes the silent narrator, echoing footsteps, traffic, and fragments of music that travel through concrete and glass.
The soundtrack plays a distinct role – recognizable, rhythmic, and nostalgic without relying on sentimentality. She Drives Me Crazy works less as background and more as a current flowing beneath the visuals, binding frame to frame.
CHANEL’s Language of Quiet Luxury
The CHANEL 25 does not seek attention. It holds space. It fits into the lives of those who understand refinement as something that lives in detail, not scale. It belongs to a tradition that respects silence, tailoring, and the weight of well-made materials.
There is no visual noise in this design. Each stitch, zipper, and edge is placed with intention. The logo is understated. The shape is familiar yet tuned – refined, not reimagined. It is a bag meant to be worn, not displayed.
This is CHANEL in dialogue with the moment, not responding to a trend or attempting reinvention. The CHANEL 25 is a continuation, grounded in balance, created for those who move with clarity and confidence. The CHANEL 25 is available in select CHANEL boutiques and through the brand’s official site. The collection includes several size variations and material options
A Campaign Without Explanation
The strength of this campaign lies in its refusal to explain. It observes. It moves. It lets the product carry its own presence. Dua Lipa walks through a city, not as an ambassador or performer, but as a person moving through space – unrushed, unbothered, and deeply aware of her own rhythm.
The CHANEL 25 moves with her, not behind her. It doesn’t ask for attention. It earns its place.