Against the restless backdrop of New York City, Chanel’s new Métiers d’art campaign captures women in motion: catching the subway, calling taxis and crossing crowded streets with the quiet magnetism of everyday superheroes.
Few luxury houses understand the power of image-making quite like Chanel. Yet the maison’s newly released Métiers d’art campaign feels particularly alive. Shot across New York City and fronted by models including Anok Yai, Bhavitha Mandava and Lulu Tenney, the campaign swaps static grandeur for movement, spontaneity and urban energy.
Rather than presenting fashion in isolation, the images immerse Chanel’s women within the pulse of the city itself. Subway platforms, yellow cabs and crowded sidewalks become part of the narrative, transforming daily gestures into cinematic moments. There is glamour here, but it feels lived-in rather than distant.
The campaign also continues the visual direction that has quickly become associated with Matthieu Blazy’s vision for Chanel: luxury grounded in emotion, personality and collective energy. His work consistently gravitates toward characters rather than archetypes, building worlds that feel inhabited instead of staged. That sense of warmth and vitality runs through every frame of the Métiers d’art imagery.
Anok Yai emerges as the emotional center of the campaign. Moving through the city in embellished tailoring, layered tweeds and richly textured garments, she embodies a kind of contemporary heroine – powerful without theatricality, elegant without rigidity. The styling never overwhelms the body or the environment around it. Instead, the clothes move naturally with the rhythm of the street.
There is also something distinctly New York about the campaign’s emotional language. Not the polished fantasy version of the city, but the real one: noisy, crowded, unpredictable and magnetic. Chanel embraces that chaos rather than smoothing it away, allowing the campaign to feel unexpectedly intimate for a global luxury house.
Métiers d’art has always been tied to craftsmanship and savoir-faire, celebrating the specialist ateliers that sustain Chanel’s extraordinary technical heritage. What makes this campaign compelling is the way it connects that tradition to contemporary urban life. Embroidery, texture and construction remain central, but they exist within scenes that feel immediate and recognisable.
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