A key figure on the international pop scene and a Chanel ambassador since 2017,  Jennie continues her dialogue with the House by bringing her style and energy to Chanel’s new 25 handbag creation.

“The Chanel 25 handbag symbolizes freedom of movement. It adapts to my various situations and lifestyles, offering flexibility and comfort while allowing me to express my unique style in a different way.” affirms Jennie. “It’s the perfect bag to carry comfortably and effortlessly on a daily basis, anytime and anywhere. It’s so practical and essential for travelling abroad and for work.”

In a film shot by Gordon von Steiner, Jennie moves at her own pace between the vibrant streets of Manhattan and a photo studio, to the soundtrack of She Drives Me Crazy by Fine Young Cannibals. “With this iconic 90s pop song, it feels like a short music video capturing the streets of New York. I hope everyone who sees the campaign feels a sense of freedom and positive energy,” she says.

David Sims’s minimalist photographs complete this vision, revealing the full modernity of the Chanel 25 handbag. Designed to accompany all aspects of everyday life, it combines style and functionality with flexibility and lightness. With quilting, a chain interlaced with leather and multiple pockets, it reinterprets the emblematic codes of the House with carefree insouciance. Worn over the shoulder or carried by hand, in black leather, denim or bright colors, the Chanel 25 adapts to any situation.

This campaign is a celebration of movement, spontaneity and self-expression.