The 2025 Spring/Summer Preview campaign features American singer-songwriter and Chanel's latest ambassador, Gracie Abrams, who has been spotted wearing Chanel at both the Grammy Awards and the Met Gala. Shot by Craig McDean and creatively directed by Sofia Coppola, the campaign seamlessly blends photography, music, and film to deliver a modern, feminine interpretation of the Chanel universe.
Gracie Abrams takes on the role of the protagonist in this film-inspired campaign, embodying a mix of power and grace. She wears a collection of outfits that pay tribute to the characters captured through Sofia Coppola’s discerning lens. Key pieces include tweed jackets paired with jeans, tweed baseball jackets with Bermuda shorts, and duckbill caps—all exuding a contemporary blend of toughness and delicacy. The striking contrast in visuals evokes the 90s, with an innovative use of tannin materials interwoven with chain jewelry, while leather is given a soft, embossed diamond finish that mirrors the iconic diamond pattern on Chanel bags. This unmistakable pattern also appears on jackets, little black dresses, and oversized totes.
The campaign's sleek and minimalist aesthetic underscores the essence of this season’s style, featuring pearls, tweed, and fresh aesthetic symbols. Gabrielle Chanel's signature pearls are reimagined as intricate knots on tweed jackets, prints on distressed jeans, and patterns on sweaters. These pearls also adorn accessories such as long necklaces, rings, and handbags. The tweed fabric, light and airy, is reinterpreted in soft pastel hues—light pink, sky blue, and classic black and white. The tweed 11.12 handbag mirrors the clothing's silhouette, while camellias, bows, two-tone shoes with thick soles or delicate high heels with laces, and cuff bracelets bearing the iconic double C logo further reinforce Chanel’s timeless symbols.
The campaign also highlights a selection of accessories in quintessential Chanel style, including bow sandals, pearl jewelry, mini quilted handbags, hairpins, sunglasses, and camellias.
The Spring-Summer 2025 Pre-Collection will be available in Chanel boutiques starting mid-January 2025.
