Chanel has appointed singer-songwriter Dua Lipa as the face of its international campaign for the brand-new "CHANEL 25" handbag line.
Set against the vibrant backdrop of Manhattan, New York, the campaign follows Dua Lipa through a day in her life, moving between the bustling city and the studio. A modern icon of music and fashion, she effortlessly balances her dynamic career with personal passions, including engaging with fans through her book club. Despite her packed schedule, she hums Fine Young Cannibals' hit song She Drives Me Crazy while carrying her constant companion, the "CHANEL 25" bag.
Directed in a music video-inspired style, the campaign film is helmed by Grammy-nominated director Gordon Wong Steiner, with striking visuals captured by photographer David Sims.
"For me, this campaign is about embracing freedom of movement, self-expression, and the power of continuous progress. It’s strong, playful, and, above all, joyful. It resonated with me on so many levels and reflects my own spirit as an artist," Dua Lipa shared about the campaign’s message.
A long-time fashion tastemaker, Dua has strengthened her relationship with Chanel over the years. She attended the Chanel Haute Couture show in January 2025, further deepening her ties with the iconic fashion house. Reflecting on her personal connection with Chanel, she shared:
"When I signed my first record deal in 2014, the first thing I did was take my contract money and go to a Chanel boutique to buy a BOY CHANEL bag. It’s my favorite bag in the world, so it meant a lot to be able to buy it myself. Becoming the face of the CHANEL 25 handbag campaign feels like everything in my life has come full circle, bringing me back to where I started."
The "CHANEL 25" handbag, set to launch in March 2025, is a modern masterpiece, blending Chanel’s signature design elements—quilting, braided chains, and multiple pockets—with everyday functionality. Designed to seamlessly fit into the lives of contemporary women, the bag represents a new chapter for the house, with Dua Lipa leading the campaign as a symbol of timeless style and modern energy.
