Chanel Charlotte Casiraghi Campaign

Chanel Reveals First Campaign Starring Charlotte Casiraghi


Photographers Inez van Lamsweerde and Vinoodh Matadin Shoot Casiraghi In Monaco, The Royal’s Native Country

Charlotte Casiraghi, Chanel’s recently named brand ambassador, is set to star in her first ad campaign for the house in Monaco, her native country. The small but universally-known principality embodies glamour and has played host to many famous films like “Golden Eye” and “To Catch A Thief.”

The Spring 2021 campaign shoot was taken by photographers Inez van Lamsweerde and Vinoodh Matadin, who took various shots of the royal having her pose both day and night and utilizing both color and black-and-white shots. This variety is further by cinematic settings. Casiraghi is seen everywhere from a swimming pool to a bedroom with locations including La Vigie, a villa in nearby Roquebrune-Cap-Martin that was a long-time resident of former Chanel creative director Karl Lagerfeld, a friend of Casiraghi’s mother, Princess Caroline of Monaco.

Chanel Charlotte Casiraghi Campaign

Charlotte has a mysterious quality, a push-pull duality that emphasizes our play on the merging of reality and dream. Staging the set-ups in similar locations both at night and during the day was the starting point for this series in which Charlotte fluctuates between dream and reality.

– Inez & Vinoodh

The news of Casiraghi’s joining the Chanel ambassador team was revealed in early December. In doing so, she joined a cast of impressive characters like Kristen Stewart, Marion Cotillard, and Lily-Rose Depp. In the video announcing the partnership, Casiraghi lauded Chanel’s current creative director, Virginie Viard, for her skillful handling of the house codes and history.

In some houses with strong symbols, designers mess around with them, and you can see it. But not with Virginie. She doesn’t make a big fuss; she just gets on with it… What’s great about this collection is that it’s the ideal female wardrobe, It was so pleasing to wear the collection for the shoot, and I got very emotional doing it at La Vigie, a house on a hill overlooking Monaco, which is full of history for me, as it’s Karl’s old house.

– Charlotte Casiraghi

La Vigie, an eminently important place to Casiraghi, was her wedding reception location in 2019. At the reception, she wore a white satin bustier dress from Chanel’s spring 2019 haute couture collection, the last designed by Lagerfeld. She is married to Dimitri Rassam, the son of French actress Carole Bouquet and her son Balthazar’s father.

Being the granddaughter of American film star Grace Kelly, Casiraghi has spent her life as a regular attendant of the fashion world’s most celebrated fashion week events.

Casiraghi has previously been featured in Saint Laurent’s fall 2018 campaign and had appeared in Gucci ads, which like Saint Laurent, belongs to French luxury conglomerate Kering. She was also featured in a campaign for Swiss watch brand Montblanc in 2015.

Chanel Charlotte Casiraghi Campaign

Chanel Creative Director | Virginie Viard 
Photographers van Lamsweerde | Inez & Vinoodh Matadin
Model | Charlotte Casiraghi
Location | Monaco