CHANEL Taps JENNIE for the 25 Handbag’s Joyful, On-the-Go Debut

JENNIE is living in full motion as the star of CHANEL’s new 25 handbag campaign, a vibrant ode to freedom, spontaneity, and the ele...

JENNIE is living in full motion as the star of CHANEL’s new 25 handbag campaign, a vibrant ode to freedom, spontaneity, and the electric pulse of New York City. Shot by David Sims with a cinematic short film by Gordon von Steiner, the campaign follows her through the city’s bustling streets and creative havens—all set to the ‘90s anthem "She Drives Me Crazy" by Fine Young Cannibals.

"That song is such a mood," JENNIE shares. "The ‘90s inspire everything for me—fashion, music, film. There’s this raw, rebellious energy that feels so alive in this campaign. NYC just amps it up—it’s all about stomping your feet and owning your space."

The 25 bag mirrors that dynamic spirit, reworking CHANEL’s iconic codes for modern movement. With buttery-soft leather, smart pockets, and a roomy interior, it’s designed to keep up with JENNIE’s whirlwind pace. "I’m obsessed—it fits everything," she laughs. "Books, sunglasses, my crystals… It’s my perfect everyday bag."

The campaign pulses with the same unscripted joy JENNIE brings to her music and style. "This is about freedom—playful, powerful, and totally joyous," she says. It’s a partnership that bridges CHANEL’s timeless elegance with a bold, new energy. And if JENNIE’s any indication, the 25 bag isn’t just an accessory—it’s a sidekick for the unstoppable.