Chanel

Jul 2025

Chanel continues its storied dialogue with modern elegance in the Fall 2025 Pre-Collection ad campaign, a project that seamlessly blends Parisian charm with the brand's enduring heritage. Featuring South Korean icon Jennie Kim, the campaign leans into a narrative of sophisticated leisure, captured through the discerning lens of photographer Craig McDean. The visuals channel a distinctly cinematic mood, employing editorial minimalism to focus on the interplay between textured luxury fabrics and the stark, rhythmic architecture of historic locations like the Palais-Royal in Paris. Stylist Max Pearmain curates a wardrobe that balances structured tailoring with effortless ease, while hair stylist Olivier Schawalder and makeup artist Won Joyeon maintain a clean, polished aesthetic that feels both timeless and current. The project leans heavily into the allure of analogue techniques, incorporating 35mm film aesthetics and high-contrast monochrome frames that evoke a nostalgic yet forward-looking sensibility. By utilizing soft natural light and deliberate, film-strip compositions, the campaign transcends traditional fashion advertising. It presents the collection not just as apparel, but as an immersive lifestyle, underscored by evocative handwritten motifs that ground the luxury items in a personal, authentic story. The result is a refined series of portraits that reinforce the house of Chanel as a master of atmospheric storytelling in the contemporary fashion industry.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion