New Release—The Chanel 25 Handbag

Hiiii it’s me again!

Okay, we need to talk about the announcement of Chanel’s newest handbag, because it is actually perfection. The Chanel 25 was just announced to be released in March 2025, and if you’ve seen the campaign with Dua Lipa, then you already know this bag is about to be absolutely everywhere.

But beyond just being incredibly stylish, we also must discuss the marketing behind the campaign. With the release of this bag, Chanel is mixing classic luxury with fresh, modern energy in a way that totally speaks to a new generation of fashion lovers (aka, me lol). So, let’s get into it—what makes this bag so special, and how is Chanel keeping its grip on the industry while evolving at the same time?

Dua Lipa with Chanel 25 Handbags

Now I don’t know about you guys, but I was not expecting such a big announcement so soon after Chanel’s Haute Couture Spring-Summer 2025 show, but nonetheless, Chanel never fails to surprise us. We will get more into the Haute Couture show during next week’s Brand of the Week (spoiler alert), but for now, let’s focus on the main event—the BAG. If you didn’t know this about me, I. LOVE. BAGS. Guys, if I had the money, I would have a whole ROOM in my house dedicated just to bags. With that being said, seeing this new campaign popping up on my Instagram feed this morning was such a lovely surprise.

The bag was announced with a short film directed by Gordon von Steiner featuring singer-songwriter Dua Lipa. The film features Dua dancing, singing, and running through the streets of NEW YORK (🥰) carrying the gorgeous bag on her shoulder. This bag is the perfect “younger sister” of the original Chanel 2.55 Handbag, which has managed to still maintain it's status as a greatly desired bag even since its release in 1955, and once it is officially released in March, I think it has the potential to be one of the most coveted bags on the market. Obviously just from looking at the campaign as a consumer, one feels attracted to purchasing the bag. But why is this? Well, in order to find out, let’s take a look at the campaign through the eyes of a ✨marketer✨.

Why Dua Lipa was Perfect for this Campaign

Chanel choosing Dua Lipa for this campaign was certainly a power move for them. Dua Lipa is not just a global pop star—she’s also a fashion icon with that perfect mix of elegance and edge, as seen through her looks at certain red-carpet events, and even just her streetwear in paparazzi pictures. This makes her a perfect face for a bag that blends classic luxury with modern energy. The campaign film, featuring Dua dancing and running through the streets of New York (obsessed.), gives the Chanel 25 this effortlessly cool, “main character” energy, making it feel like THE must-have bag for fashion lovers everywhere. Having a young, female celebrity who people, specifically women, my age look up to prancing through the streets of the fashion capital of the US is an incredibly smart move on Chanel’s part, mainly because it makes the bag entirely desirable for such a young and easily influenced audience. By tapping into Dua Lipa’s influence, Chanel is not only keeping its timeless appeal but also drawing in a fresh, younger audience. And honestly? It worked lol...I already need this bag in my life.

The Power of Short-Film in this Generation

One thing about Chanel? They know how to create a moment, and this campaign proves it. Instead of just dropping a standard printed ad, they went all in with a high-energy short film, and honestly, it makes all the difference. The film isn’t just about showcasing the Chanel 25—it’s about selling a lifestyle. Dua Lipa makes the bag feel like the ultimate companion for the girl on the go.

This kind of storytelling makes the campaign way more immersive and emotional than a plain old ad ever could. It creates a mood, a vibe, and most importantly, it makes us want to be part of it. Plus, let’s be real—short, visually stunning videos are exactly what thrives on Instagram, TikTok, and fashion blogs, especially in this generation of social media (I hate to admit it, but our attention span is decreasing more and more each year). Chanel knew this campaign would get shared, clipped, and reposted everywhere, making it impossible to ignore. In a world where digital content is everything, this move was absolutely genius.

Watch it here!!!: https://www.youtube.com/watch?v=wcqpvAbdLII

The New York City Setting

Okay, now let’s talk about the New York of it all—because what a choice. One thing about me is I LOVE New York, like, as soon as I graduate, I am moving there, and I think that is a common thought among my generation. Chanel is iconically Parisian, but by setting this campaign in NYC, they instantly gave it a modern, cosmopolitan edge that feels fresh and exciting. There’s something about the fast-paced energy of the city—the busy streets, bright lights, that on-the-go, determined energy—that makes the Chanel 25 feel like the ultimate everyday luxury bag.

This setting also speaks directly to a younger, international audience. Let’s be for real—Gen Z (aka me) and Millennials love New York. It’s aspirational and it represents the kind of independent, stylish lifestyle that so many fashion lover's dream about. Seeing Dua Lipa running through the streets, bag in hand, makes the campaign feel less like a traditional luxury ad and more like a glimpse into the life you could have with this bag only.

The “It Bag” Strategy

Chanel isn’t just launching a new bag—they’re creating the next ‘It’ bag, and they know exactly how to do it. The Chanel 25 isn’t just being simply released for people to look at with oohs and ahs and then move on to the next; it’s being established as a future classic, right up there with the 2.55 and the Classic Flap. Chanel knows how to make a handbag feel like an investment and a status symbol at the same time.

In today’s social media world, trends move fast, and brands have to create “hype” for a product before it even launches. Chanel is doing just that—by tapping into Dua Lipa’s influence, dropping a high-energy short film, and rolling out the campaign across Instagram, TikTok, and Youtube, they’re making sure the Chanel 25 is everywhere. The goal is to make this bag feel unmissable—the piece that every fashion lover needs to have. It’s the perfect balance of timeless luxury and a modern “viral” piece, designed to spark conversations, flood our social media feeds, and solidify its status as the must-have bag of the moment. And to be honest… it worked on me lol. I can already see this bag becoming a staple in every “It-Girl's” wardrobe.

To wrap it all up—Chanel has really outdone itself with the launch of the Chanel 25. From the campaign featuring Dua Lipa to the high-energy short film set in the vibrant streets of New York, every single detail screams style, luxury, and modern appeal. Chanel didn’t just drop a bag; they created a moment and a trend that will definitely keep us all talking for months to come.

So, will the Chanel 25 become the next classic? I mean, honestly, with this level of marketing, I have no doubt. If it’s not already on your wish list, it probably should be (it’s definitely on mine). Until then, I’ll be over here manifesting some extra cash to add this bag to my collection hehe.

With that being said, thank y’all so much for reading and let me know what you think about this bag (or if you’re already obsessed like me)! See you next post ;)

Xoxo,

Leah <3