Chanel’s Métiers d’art 2025 Campaign Weaves Craft and Dream Across Continents

Chanel’s Métiers d’art 2025 campaign blends Parisian craft with Hangzhou’s dreamlike beauty, starring Tilda Swinton, Liu Wen, and Lulu Tenney.

Chanel’s Métiers d’art 2025 campaign draws a line from the heart of Paris to the misty edges of West Lake in Hangzhou, China—the same backdrop for the December 2024 runway. Shot by Mikael Jansson, the campaign feels like a dream made real, where Gabrielle Chanel’s Coromandel screens meet the lake’s twilight stillness.

Tilda Swinton, Liu Wen, and Lulu Tenney bring the story to life, wearing looks crafted by Chanel’s legendary Maisons d’art—Lesage, Montex, Lemarié, Lognon, and more. Here, pleats echo architecture, embroidery resembles fine art, and jewelry glitters like constellations.

Black anchors many of the pieces: Liu Wen’s pleated satin charmeuse dress, edged with floral embroidery and a sculptural collar, and a sleek leather coat adorned with a single Lemarié camellia. Eveningwear offers soft drama, including a belted satin blouse layered over an embroidered vest and paired with glimmering Goossens necklaces in muted metallics.

As the light shifts, so do the looks. An ivory silk-satin blouson and trousers float with airy pleats, while a black embossed pea coat and patent thigh-high boots add edge. The sense of movement continues in reimagined cardigans, two-tone knits, and accessories like oversized quilted travel bags and the new Chanel 25 bag in sparkling black tweed.

It’s a campaign rooted in craft and guided by curiosity—a journey from inner vision to outward expression, from screen to lake, from Paris to Hangzhou.