Dua Lipa and Jennie Are Ushering in a New Chanel Era
With the debut of the Chanel 25, two global icons are rewriting the house codes—and making legacy feel like now.
When Dua Lipa and Jennie Kim step into a Chanel campaign, it doesn’t just feel fresh—it feels directional. This isn’t nostalgia. This isn’t homage. This is a deliberate shift. A new visual language for the house, spoken fluently by two women who know exactly how to wear it without being worn by it.
The campaign is stripped of pretense. Shot in soft movement and natural light, it reads more like a behind-the-scenes reel than a high-fashion production—and that’s exactly the point. The classic tweed jacket isn’t staged or styled within an inch of its life. It’s draped over a bare shoulder. A pearl choker is paired with denim. Lipstick is smudged. Hair is undone. This is Chanel unpolished—and better for it.
The Style Breakdown
What makes this campaign so effective isn’t just the casting—it’s the styling. Here’s how Chanel is softening its legacy pieces for a new generation:
The Tweed Jacket, Deconstructed: Worn open, collar popped, or even layered over a ribbed tank, the once-iconic staple now feels lived-in and accessible.
Mini Skirts & Micro Bags: Balancing proportions is key. Expect thigh-grazing hemlines paired with statement knits and new-wave ballerina flats.
Layered Pearls Meet Bare Skin: There’s a sensuality here—classic jewelry styled without modesty, as if thrown on during a morning routine.
Undone Hair, Clean Skin, Glossed Lips: The glam is there, but it’s subtle. This is beauty that whispers rather than shouts. It’s what Chanel would look like if you wore it to a coffee shop and didn’t care who noticed.
The Bag: Chanel 25 Is the Moment
Quietly introduced alongside the campaign, the new Chanel 25 bag is a direct nod to the future of the brand—and it’s already on track to be a cult classic.
Sleek, structured, and just oversized enough to feel functional, the Chanel 25 reimagines the house’s codes with sharper lines and a modern silhouette. It’s the kind of bag you carry daily, not just display on a shelf. The signature quilting remains, but the finish is bolder—matte leathers, chrome details, and in some variations, exaggerated hardware.
Dua wears it crossbody. Jennie tucks it under her arm like a clutch. It’s versatile. It’s unfussy. It’s exactly what Chanel needed.
This campaign doesn’t ask you to relate to the past—it invites you to live in the present. With two global icons who dress on their own terms, the brand finally feels less aspirational and more aligned with real-world luxury.
Chanel isn’t changing its DNA. It’s just loosening its grip.
And sometimes, that’s the boldest move of all.