Four atmospheres and their main characters that culminate in four films, guided by a single idea: to dive into the lives of these muses while reflecting the zeitgeist.
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Presented for the first time at the Spring-Summer 2022 Ready-to-Wear show, the CHANEL 22 bag, the House’s new emblematic design, is revealed in a campaign directed by the duo Inez & Vinoodh.
This campaign features four icons of their generation, Lily-Rose Depp, Margaret Qualley, Whitney Peak and JENNIE, in four different settings: Los Angeles, Palm Springs, New York and Seoul. Each one evolving in her own daily life, within a setting that reveals all the facets of their personality.
Four atmospheres and their main characters that culminate in four films, guided by a single idea: to dive into the lives of these muses while reflecting the zeitgeist. Codes associated with pop culture, cinema and TV series are also invited to the party. With a specific partner of choice: the CHANEL 22 bag.
“JENNIE has an amazing career and the incredible work ethic that comes with being a K-pop star, where perfection, patience, endurance, responsibility are essential.
Together we agreed there are other sides to her we don’t see. We all know her amazing image as a performer, but sometimes there is imperfection, chaos, fun, uncontrollable joy – like every human being. It’s all about finding that balance. We decided to visualize those elements as a “second JENNIE”, almost like an imaginary, fairylike version of her. It’s about these two sides of a human being and letting the chaos happen: it’s about happiness, not just perfection.
We filmed and photographed JENNIE in a traditional Hanok home in Seoul that was beautifully modernized and added fairylike elements to it. We wanted to set this imaginary JENNIE against a backdrop that was less realistic, more fantastical. Her character has fabulous animated wings in the video making it even more magical.”
As a seasoned fashion enthusiast deeply immersed in the industry, I've had the privilege of closely following the dynamic landscape of high-end fashion, including the latest trends, iconic designs, and groundbreaking campaigns. My wealth of knowledge extends beyond surface-level details, allowing me to dissect and appreciate the intricate layers that define the realm of fashion.
The article by Chiara Figueroa, dated April 4, 2023, introduces an innovative campaign featuring the CHANEL 22 bag, a new emblematic design unveiled at the Spring-Summer 2022 Ready-to-Wear show. The campaign, directed by the talented duo Inez & Vinoodh, showcases four influential icons—Lily-Rose Depp, Margaret Qualley, Whitney Peak, and JENNIE—each immersed in their daily lives within distinct settings: Los Angeles, Palm Springs, New York, and Seoul.
This multi-faceted campaign aims to delve into the lives of these muses while capturing the essence of the zeitgeist. The four atmospheres and characters presented culminate in four films, skillfully guided by a central theme. The narrative is carefully woven to reflect not only the personas of the featured individuals but also to tap into the broader cultural currents, incorporating codes associated with pop culture, cinema, and TV series.
A key element of this campaign is the strategic integration of the CHANEL 22 bag, positioning it as a focal point within the visual storytelling. The collaboration with the four prominent figures reinforces the bag's significance in contemporary fashion, aligning it with the diverse lifestyles and personalities of the chosen muses.
Specifically focusing on JENNIE, recognized for her stellar career as a K-pop star, the directors emphasize her incredible work ethic, associating it with qualities such as perfection, patience, endurance, and responsibility. However, the campaign seeks to unveil the unseen facets of her persona. In collaboration with JENNIE, Inez & Vinoodh introduce a "second JENNIE," an almost imaginary, fairylike version that embodies imperfection, chaos, fun, and uncontrollable joy—attributes shared by every human being.
The setting for JENNIE's segment involves a traditional Hanok home in Seoul, skillfully modernized and infused with fairylike elements. The juxtaposition of the traditional and fantastical elements serves to create a backdrop that is less realistic and more magical, complementing the duality of JENNIE's character. Notably, animated wings are introduced in the video, further enhancing the magical and imaginative qualities of this "second JENNIE."
In essence, this CHANEL 22 campaign transcends conventional fashion presentations, becoming a narrative exploration into the lives of its muses, the cultural currents of the time, and the seamless integration of high fashion with elements of fantasy and imagination. The campaign succeeds not only in showcasing a new design but in creating a captivating visual story that resonates with the complexities of human experience and the ever-evolving landscape of contemporary culture.
