Chanel Spring 2025 Ad Campaign

Review of Chanel Spring 2025 Ad Campaign by Creative Director of Agency X with Photographers Inez & Vinoodh with models Ella Mccutcheon, Nigina Sharipova, Amar Akway, and Libby Bennett

Chanel celebrates legacy and the power of location with its Spring 2025 campaign, captured by the brand’s frequent collaborators, photographer duo Inez & Vinoodh.

The campaign draws on the brand’s legacy through its choice of location, Paris’ Grand Palais, which also served as the site of the collection’s runway show. The building which has been the house’s go-to venue was closed in 2021 for renovations – which were supported by Chanel – and is set to open to the public later this spring. Other than the Olympics fencing and taekwondo competitions over the summer, Chanel’s presence marked the inaugural event for the renovated steel and glass structure, complete with a new grand entrance named for Gabrielle Chanel.

The campaign extends the legacy-focused spirit of the runway show and the brand’s transitional era, taking a direct and quietly sophisticated look at classic Chanel style. Inez & Vinoodh capture a team of Chanel muses framed by the intricate glass and steel structure of the iconic building, as well as in nostalgic black-and-white studio portraits.

The campaign serves as a confident and focused extension of the collection’s ode to the brand’s legacy and archives. It still does not do much, however, to help to answer the lingering questions we have about what it might mean to guide this legacy forward. Both under Virginie Viard and the interval as we await Matthieu Blazy’s debut, the brand felt somewhat stagnant as it played to classic codes without updating them for a new era. While things could change, the current lack of a video component also might mean the campaign won’t resonate as much across social media.

Nonetheless, the campaign, like the collection it celebrates, does serve as another reminder of the iconic design lexicon and legacy of the house of Chanel. We’re excited to see how, in the future, it might take flight anew.