Chanel’s Spring 2025 campaign features Margot Robbie and Kylie Minogue in a recreation of Minogue’s 2001 music video Come Into My World. And it broke the internet this week!

Directed by Michel Gondry, who also directed the original video, the campaign reproduces the looping structure of the original, with multiple versions of Robbie moving through a Parisian streetscape. Michel Gondry is a French director, screenwriter, and producer known for his inventive, visually playful filmmaking. Born in 1963 in Versailles, France, he first gained recognition directing music videos for Björk, Daft Punk, and The White Stripes, often using practical effects, stop-motion, and in-camera techniques. He won the Academy Award for Best Original Screenplay for Eternal Sunshine of the Spotless Mind (2004), celebrated for its inventive narrative and visual style. Beyond feature films, Gondry has directed commercials, shorts, and experimental projects, consistently combining technical craft with whimsical, surreal imagery, emphasizing creativity, human emotion, and tactile, handmade effects.

The campaign highlights the Chanel 25 handbag, shown in several colourways and integrated into the repeated movements, reinforcing both its design and versatility. Minogue appears in a cameo, linking the new campaign directly to the original video and its cultural legacy.

Under Matthieu Blazy’s direction, the campaign reflects Chanel’s focus on craftsmanship and attention to detail, with practical effects and precise choreography in place of heavy digital editing.

The project positions Chanel at the intersection of fashion and music culture, combining a contemporary campaign with a reference to a widely recognised pop-culture moment. It also reflects the house’s strategy of engaging audiences across generations by connecting heritage codes with current visual storytelling.