Chanel 25 Reworks a Kylie Minogue Classic With Margot Robbie

Chanel just turned a 2001 music video into a 2026 marketing play.

The French luxury house has teamed up again with filmmaker Michel Gondry, this time casting Margot Robbie in a campaign that reimagines Kylie Minogue’s "Come Into My World."

The result is a looping, stylized film in which multiple versions of Robbie cross paths on a Parisian street, each carrying a different Chanel 25 handbag.

Produced by Partizan, the campaign is filled with nods to early 2000s pop while keeping things fresh for a modern audience.

Minogue herself makes a cameo, appearing briefly in a window and passing Robbie in the street, echoing the original video’s visual trick.

The film builds on Chanel’s ongoing shift under creative director Matthieu Blazy, who is shaping a more relaxed and wearable image for the brand.

Robbie appears in a tweed jacket, white tank top, and wide-leg jeans, presenting the Chanel 25 as something less formal and more suited to everyday movement.

According to the brand, the handbag is designed around "practical, effortless elegance."

That idea comes through in the way the clones move through the frame, navigating a busy street filled with everyday characters.

There’s also a personal layer behind the casting.

Robbie has previously told Vogue her first concert experience was a Kylie Minogue show, while Gondry has long expressed interest in working with the singer again.

The campaign closes that loop, tying together past collaborations and influences into one cohesive piece.

Looping Through Paris

The film itself stays close to Gondry’s signature style.

Shot on a Los Angeles soundstage dressed as a Parisian street, it recreates the illusion of continuous movement, with Robbie’s clones appearing at timed intervals as the camera tracks forward.

Each version of Robbie carries a different Chanel 25 bag, ranging from mini to medium sizes in various colors.

The repetition highlights the product range without interrupting the flow of the film.

Pieces from Chanel’s Spring/Summer 2026 collection, including a tweed jacket with embroidered details and gold buttons, anchor the look in the brand’s heritage while keeping it approachable.

The soundtrack remains faithful to the original, with Come Into My World playing throughout.

This decision strengthens the connection to the source material while making the campaign instantly recognizable.

Beyond the hero film, the campaign is rolling out across Chanel’s digital platforms, including Instagram, where the video debuted.

Chanel’s strategy here is crystal.

It’s no longer about reinventing the brand entirely, but about refreshing familiar codes through new formats and references.

Chanel’s Nostalgia-Led Film Strategy

Chanel’s latest campaign is a clear example of how legacy brands can stay relevant in today's pop and luxury world without losing identity:

• With the ability to foster an emotional response that lifts sales by up to 23%, nostalgia marketing can be effective when updated through modern production and casting.
• Celebrity-driven campaigns gain depth when talent connects personally to the concept, adding authenticity to storytelling.
• A single visual idea can scale across formats, from hero films to social media distribution and product showcases.

Chanel reported a 2024 revenue of $18.7 billion, maintaining its position among the world’s largest luxury fashion houses.

Our Take: Is Nostalgia Still Enough?

It may or may not be, but one thing's for sure: Chanel is doing more than a nostalgia play. 

We think it pairs that familiarity consumers seek with a megastar like Margot Robbie and a bag that has reached icon status over the decades. 

Campaigns like this know exactly what they’re referencing and don’t pretend otherwise.

Chanel doesn’t hide the fact that this is a remake. It leans into it, almost daring you to compare.

And together with a simple idea and a tight execution, the product never gets lost in the concept.

Every loop, every clone, every step Robbie takes is tied back to the bag, and that discipline is something more marketers should pay attention to.

In other news, Calvin Klein is taking a quieter route this season, relying on stripped-down visuals and Dakota Johnson’s presence to carry its latest campaign.

Brands building celebrity-led product launches need agencies that understand how to connect earned media strategy and influencer programming into a single coordinated campaign.

Explore the top influencer marketing agencies in our directory.