CHANEL 25: Margot Robbie, multiplied

A repeated image can tell a story about change. In the CHANEL 25 campaign described by WAYFARER in March 2026, Michel Gondry used multiple versions of Margot Robbie to give a familiar visual device a new object.

The reference was Kylie Minogue’s 2002 video for Come Into My World. Gondry returned to its idea of overlapping appearances, with Robbie crossing streets in different guises and carrying different interpretations of the bag. Minogue’s cameo made the connection explicit without requiring the viewer to have seen the earlier film.

Craig McDean’s accompanying photographs developed the same premise. The actress appeared across contrasting outfits, moving between dressed-up and less formal versions of herself. The repetition belonged to the person as much as to the accessory.

Introduced in 2025, the CHANEL 25 carried established house details into a softer, hobo-inspired silhouette: quilting, a leather-threaded chain and the double C. The archive described four sizes and functional pockets, with the campaign giving particular attention to the Mini.

The film’s useful proposition was not transformation into someone else, but variation within a single wardrobe. Different moments, recognisable codes, one recurring presence. Campaign details and materials remain situated in the original archive.

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Adapted from the WAYFARER Brazil archive, first published 2026-03-25. English adaptation: 6 October 2026. This is an archival account, not a report of a new visit. Exhibitions, collections and menu details are described in their original context, not as current availability.