Chanel has launched its 2022 bag campaign that premiered at its spring-summer ready-to-wear show in Paris. Three women, all actresses: Lily-Rose Depp, Margaret Qualley, and Whitney Peak are the faces of the campaign and the famed Parisian house has chosen a trinity of cities to tell this story: New York, Palm Springs, and Los Angeles. Three women and three cities, each shows the evolution of her only daily life in a setting that reveals all the facets of their individual personalities.
The house’s eye-catching design is told through the medium of film, directed by Dutch duo Inez & Vinoodh. Told in two parts: in a series of photographs and in three films that will be revealed soon. The inspiration according to the House is: “three atmospheres and their main characters that culminate in three films, guided by a single idea: to dive into the lives of these muses while reflecting the zeitgeist.”
Qualley caught the entertainment industry’s attention when she starred in Once Upon A Time in Hollywood, and then in Netflix’s Maid with her mom, actress Andie McDowell. And Depp has been a muse for the house for a while now. Peak is one of the stars of Gossip Girl and she caught the attention of Chanel, quickly becoming one if its ambassadors.
“We were given the opportunity to create three completely different stories with three completely different women and set out to create three stories that would show a lesser known side of each woman,” says the photographic duo Inez & Vinoodh. “Researching and diving into their worlds was very inspiring for us.”
The bags in the collection are for the everyday woman on the go big enough to fit all the things women need to fill them.