This launch signifies JENNIE's second CHANEL campaign for 2025 to date.
CHANEL has introduced JENNIE as the latest ambassador for its Chanel 25 handbag campaign, alongside fellow pop artist Dua Lipa, whose campaign was announced in January.
The K-Pop star, who is also the new face of CLASH 130 (available for pre-order here), has been a long-time Chanel ambassador, having been appointed in 2017 and becoming the face of Chanel Coco Crush in 2021. This handbag campaign marks a continuation of her longstanding relationship with the brand, highlighted by memorable moments and stunning appearances at fashion shows.
Jennie's campaign represents the new chapter of the Chanel 25 handbag, reflecting the brand's shift toward a more relaxed and modern design, featuring a versatile bag that can be styled in many different ways for everyday use. A minimalist photo series shot by David Sims showcases Jennie with four variations of the bag in colors including black, white, and metallic leather as well as denim.
“The CHANEL 25 handbag represents freedom of movement. It fits into my diverse situations and lifestyles, providing flexibility and comfort while enabling me to showcase my unique style in different ways,” states JENNIE. “It’s the ideal bag for easy and comfortable daily use, anytime and anywhere. It’s incredibly practical and essential for travel and work.”
The visual campaign is accompanied by a music-style video directed by Gordon von Steiner, featuring JENNIE as she navigates the lively streets of Manhattan, set to the song She Drives Me Crazy by Fine Young Cannibals. “With this classic 90s pop tune, it brings to life a brief music video that embodies New York's streets. I hope everyone who views the campaign experiences a feeling of freedom and positive energy,” Jennie shares.
For more information, visit chanel.com.
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CHANEL has introduced JENNIE as the latest representative for its Chanel 25 handbag campaign, alongside pop star Dua Lipa, whose campaign was announced in January.