Michel Gondry is the genius behind a lot of incredible music videos that helped the medium become widely popular in the 90s and early 2000s: Björk, Daft Punk, Massive Attack, Sinéad O’Connor, Lenny Kravitz, The Rolling Stones, Radiohead… You name it. Oh, and also, Kylie Minogue! His trailblazing video for the Australian singer’s bop Come into My World (2002), which featured incredibly advanced technology at the time, is the starting point of… no, not another music video, but instead, Chanel’s latest campaign for their Chanel 25 handbag.
There’s a lot of Australian power in this campaign set on the magical streets of Paris. We’re speaking of Margot Robbie and Kylie Minogue, of course. The former, a world-renowned actress, producer, and House ambassador of Chanel, and the latter, one of the biggest pop stars in the world, and the blueprint who inspired this new campaign. At a time driven by nostalgia, the world is looking for safety in the past. The French Maison has found it in 2002, when Gondry and Minogue got together to create a music video that remains as revolutionary as it was twenty-four years ago.
In the new Chanel 25 handbag campaign, various Margots are in a loop exiting a bookshop, petting a dog, or swinging by a street light. As the House explains, the Australian actress “runs into every version of herself,” which also translates into her wearing every iteration of the handbag model (available in black, beige, dark orange, white, pink, brown, dark khaki, light green, deep burgundy, dark blue, or camel, among others). Together with the fun, witty video, fashion photographer Craig McDean has taken care of lensing Robbie, also playing with the idea of duality and the different versions of oneself.
