Chanel '22 Bag' Ad Campaign

Review of Chanel ’22 Bag’ Ad Campaign by Chanel Creative Director Virginie Viard with Photographers Inez & Vinoodh with models Lily-Rose Depp, Whitney Peak and Margaret Qualley.

by Aidel Townsley

Creative director Virginie Viard debuts Chanel’s 22 bag in a retro-modern campaign with actresses Lily-Rose Depp, Whitney Peak, and Margaret Qualley. Brimming with desire and unapologetic playfulness, photographers Inez & Vinoodh capture the versatility of this bag in the lives of these different women.

Gossip Girl’s Whitney Peak combines her night out with friends with a colorful tweed jacket and matching purple 22 bag. Comic book sound effects combine with her evening juxtaposed against the city skyline. Whitney is the hero in her life, the kind of friend who carries everything in her purse, just in case someone else needs it. Never stranded on a night out, cool meets comfort for her.

Chanel it-girl Lily-Rose Depp dials in on old hollywood femme fatale as she peers over shades on the edge of a distinctly California pool. Scenes of her Los Angles stay-cation speak to the bags ability to be a catch all for a spare bathing suit, for the women who does exactly what she wants, including roller skating hrough a bathroom with a silk scarf creating a cape silhouette behind her.

Margaret Qualley takes her bag camping in a 70’s adventure to Palm Springs where the desert meets life in this sun soaked panorama, reminiscent of the actresses role in Terentino’s Once Upon a Time in Hollywood.

Three up and coming stars in the movie industry today inspire freedom in this 2022 eponymous bag, in a time where art and fashion allow for expression and escapism. Chanel focuses on the spontaneous with this pliant bag, made for comfort and artistry.