You could argue that ever since Virginie Viard took over the helm of Chanel from the late Karl Lagerfeld, the majority of the brand’s advertising campaigns have been less than impressive. (With the exception of Steven Meisel‘s handbag campaign.) For Spring 2021, not even Charlotte Casiraghi and a majestic Monaco backdrop were able to save Inez van Lamsweerde and Vinoodh Matadin’s portraits. Now the photographic duo is welcomed back to shoot Chanel’s latest handbag campaign. Putting the spotlight on the brand’s signature 11.12 bag, Rianne Van Rompaey, Imaan Hammam, Louise de Chevigny, Zoé Adjani and Anna Mouglalis are captured around the Paris neighborhood of Saint-Germain-des-Prés each sporting different versions of the iconic quilted handbag.
“Where is Meisel when we need him?” asked thiago:) the moment the campaign dropped.
“This is a nice, effective campaign, but seeing just half of the faces bugs me…” critiqued GivenchyAddict.
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GivenchyHomme wasn’t impressed, either. “It’s obviously Chanel, but what makes it special? Where is the intrigue behind it? Is it just about a French girl going about town with her expensive handbag? All she’s missing is an iPhone and her Starbucks.”
“It looks like a paid Instagram post from influencers. Also why bother with a campaign knowing that the bag is a best-seller?” badgalcrush pointed out.
But not everyone felt the same way. “I like it, very cinematic…” admired THD96.
“Despite the cropping of the faces, I think the outcome is brilliant and the lack of face in each image only highlights the handbag itself — which, of course, is the whole point of the campaign,” voiced vogue28.
See Chanel’s latest handbag campaign in full and join the conversation here.