Margot Robbie reinterprets Kylie Minogue’s ‘Come Into My World’ (2001) in Chanel’s latest campaign, spotlighting the Chanel 25 bag as a piece designed to move through the city and adapt to daily life.
2001, the beginning of a new millennium. Kylie Minogue walks through a looping city in ‘Come Into My World’. That same repetition returns in the new campaign by Chanel, where Margot Robbie moves through a constructed streetscape shaped by cycles and duplication, introducing the Chanel 25 bag as its central object.
The Chanel 25, introduced in 2025, follows the house’s naming chronology. Quilted leather, chain straps and a soft structure define a more relaxed silhouette for everyday use. Chanel describes it as “a declaration of allure in motion”, with pockets conceived as “an essential part of the CHANEL vocabulary, a symbol of freedom of movement and a prerequisite for modern elegance.”
Gestures repeat and multiply as Margot Robbie moves through successive versions of herself, echoing the structure of the original video while channeling the presence of Kylie Minogue, who appears in a brief cameo that reconnects the film with its source, dressed in a pared-back Chanel uniform of tweed jacket, casual denim, white tee and two-tone heels, with the Chanel 25 bag anchoring each look.
Shot on a Los Angeles set resembling a Parisian street, the campaign constructs a controlled fiction where the Chanel 25 accompanies movement and change. Directed by Michel Gondry, the film reinforces this sense of repetition and choreography, turning the bag into a constant within a looping, cinematic space.
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