JENNIE steps into a spotlight as the face of CHANEL’s latest release, the 25 handbag. Captured by David Sims, the visuals are paired with a film by Gordon von Steiner that follows her throughout New York, from busy avenues to a buzzing studio. The Fine Young Cannibals track “She Drives Me Crazy” thrums in the background as she strides through each scene. “I love that song. It’s such an anthem from the ‘90s, and I’ve always loved that era, probably because that’s when I was born. I find it’s often a time I go back to whether it’s fashion, music or film. I find it so inspiring. This song feels like the perfect match for that freedom of expression and allowed me to dive into a fun, raw, rebellious emotion. New York really lends itself to that sort of ‘stomp-your-feet’ energy.”
The 25 bag reimagines the House’s signature details for life on the move. Supple construction and practical pockets keep pace with a packed schedule—just ask JENNIE: “I’m obsessed with this bag. It’s the perfect kind of bag for me as someone who’s always on the move and likes to carry around everything, especially because it’s got these great pockets for all my favourite things. There’s a place for my books, a place for my sunglasses, maybe a notebook or two, and even a place for my crystals. It’s just the perfect everyday bag!”
That easy sense of movement drives the entire campaign, in step with JENNIE’s own approach to style and creativity. “For me, this campaign is about the freedom of movement, self-expression and embracing that on-the-go energy. It’s powerful, yet playful, and above all, joyous. It’s a similar spirit that I share as an artist, so it immediately resonated with me on many levels.” It’s a forward-thinking partnership that fuses CHANEL’s legacy with a fresh perspective—no slowing down any time soon.
