'22 Bag' Spring 2023 Ad Campaign

Review of The Chanel ’22 Bag’ Spring 2023 Ad Campaign by Photographers Inez & Vinoodh with models Jennie, Whitney Peak, Lily-Rose Depp, and Margaret Qualley

Chanel explores layers of personality with a star-studded new campaign for Spring 2023 in celebration of its Chanel 22 bag, shot by photographer duo Inez & Vinoodh.

The campaign features K-Pop star Jennie of Blackpink alongside actors Whitney Peak, Lily-Rose Depp, and Margaret Qualley. Inez & Vinoodh follow each star through a distinct location, drawing out the personality of each individual as their adventure unfolds: Jennie, for example, explores the bustling streets and hidden nooks of Seoul, while Margaret Qualley finds freedom and solitude in California’s Sonoran desert.

The resulting snapshots are combined into a series of collages for each star, layering together captured moments of style and personality with shots that attest to the power of place and graphics drawn from Chanel’s rich design alphabet.

The layered approach feels fitting for Virginie Viard’s recently launched Chanel 22 bag, which marries the simplicity and flexibility of a tote construction with the house’s iconic craft motifs. Drawing a sense of story and character out of each of its four impressive talents, the campaign is a vibrant celebration of personality and place.

Chanel Creative Director | Virginie Viard
Photographers | Inez & Vinoodh
Models | Jennie, Whitney Peak, Lily-Rose Depp, and Margaret Qualley
Location | Seoul, Los Angeles, Palm Springs, New York

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