March 24, 2025 |
Back in January, Chanel treated the fash pack to a Gordon von Steiner-directed campaign film for its newly released Chanel 25 handbag, featuring a balmy-skinned Dua Lipa strutting through Manhattan to the Fine Young Cannibals 90s hit She Drives Me Crazy. First appearing on the brand’s SS25 runway, the new bag channels classic house codes into an accessory primed for the arm of a modern It-girl. Earlier today, the house dropped the second instalment of the campaign, with the Chanel 25 being given the pop princess treatment once more. This time, von Steiner follows Blackpink’s Jennie as she, like Lipa, makes her way through a buzzy Big Apple, transitioning from the streets to the studio with the handbag glued to her side. In these exclusive behind-the-scenes snaps, we get a sneak peek into the process of creating the fun-filled campaign.
“What I see in [von Steiner’s] music videos is that sense of freedom, fun and energy that’s so easy to feel on a night out but sometimes harder to mirror on set,” says Lipa of how it was working with the Grammy-nominated director. “Gordon managed to create that, and he did it with this campaign, so I loved every moment of it.” For Jennie, it was von Steiner’s ear for music that stood out. “With the iconic 90s pop song She Drives Me Crazy by Fine Young Cannibals, it feels like a short music video capturing the streets of New York,” she says.
Designed for women on the go with straps that can be worn over the shoulder or carried by hand, Lipa and Jennie are the perfect litmus tests for the bag’s versatility. “It’s the perfect bag to carry comfortably and effortlessly on a daily basis, anytime and anywhere,” says Jennie. “It’s so practical and essential for travelling abroad and for work… the Chanel 25 handbag symbolises freedom of movement. It adapts to my various situations and lifestyles, offering flexibility and comfort while allowing me to express my unique style in a different way.” For Lipa, “statement pieces” are key, with the Chanel 25, available in a variety of colourways and finishes – from black leather and denim to shades like baby pink and silve – fitting perfectly into her formula. “A really good coat, or a good bag… Those things can make an outfit,” she says.
For Jennie, there’s a distinct synergy she feels with house. “Chanel gives me positive inspiration and energy as someone who loves fashion,” she says. “Just as the brand’s long history and values continue to be recognised and admired by everyone, I hope my music and fashion can achieve the same in my own field.” For Lipa, it’s a special relationship that goes back to the very beginning of her career. “When I signed my record deal, in 2014, the first thing that I did was go to Chanel and buy a Boy bag,” she says. “I was obsessed with it! It was my favourite thing in the world, and I think there was something about being able to do that for myself. Being the face of the Chanel 25 handbag feels like a full circle moment for me.”
The Chanel 25 handbag is available for purchase now. Embrace the starlet way and discover yours here.
Photography courtesy of Chanel.
