Through collages bursting with energy and joie de vivre, the Chanel 19 handbag appears in black leather for Margaret Qualley, in multicolor tweed for Taylor Russell and swathed in a houndstooth motif for Marine Vacth. Embellished with a large diamond quilting, an oversized CC clasp, a long strap in metal interlaced with leather and a curb chain handle, its many ways of being worn render each silhouette sublime.

“I love how Steven [Meisel] shoots women and how he has captured each of their personalities, Margaret is exuberant, Taylor is bright and full of energy and Marine is an elusive French beauty,” says Sofia Coppola who co-directed the film with Roman Coppola.

An infinitely joyful and light-hearted ode to the freedom of movement so dear to Chanel and to its founder.

“The Chanel 19 bag is very cool. I feel slightly cooler when I wear it. When I grow up I hope to be as cool as the Chanel 19 bag”, enthuses Margaret Qualley, one of the three muses for the Chanel 19 bag campaign, the last-born of the House. The number 19 stands for 2019, the year of its creation. A name that echoes its elder, the 2.55 bag, created in February 1955 by Mademoiselle Chanel.

The atmosphere is light-hearted and fun in this luminous campaign imagined by Sofia Coppola in collaboration with Virginie Viard, Artistic Director of Chanel’s Fashion collections. “I wanted to show how Chanel is so classic it can work with many personalities, and is great to show on different women,” declared the film maker.

The brightly colored shots highlight the incredible freedom offered by the Chanel 19 bag, swathed in a large diamond quilting and embellished with an oversized CC clasp. Each of them makes it her own. Its ultra-supple and highly practical structure, along with its long metal chain interlaced with leather doubled with a curb chain, make it an everyday companion.