The Message Behind Chanel’s New Kylie Minogue and Margot Robbie Campaign

Laia Garcia-FurtadoMon, March 23, 2026 at 5:19 PM UTC

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The Message Behind Chanel’s New CampaignPhoto: Craig McDean / Courtesy of Chanel - Hearst Owned

Fresh off the heels of the frenzy that has taken over Chanel retailers as Matthieu Blazy’s first collection arrives in stores, the Spring 2025 campaign hit social media this morning. It caused a different kind of frenzy among elder millennials. The 53-second short film stars Margot Robbie and is inspired by Kylie Minogue’s iconic 2001 music video “Come Into My World,” directed by Michel Gondry. In it, Gondry interprets the song’s cyclical sound into a jaunt around a Parisian town, following Minogue as she exits the dry cleaner and walks around a French town. As she walks by the dry cleaner, another Minogue exits and walks around the town, and so on and so forth until the screen is filled with four separate Minogues, walking and interacting with each other—all seemingly done in one take.

It is the second time Gondry has been chosen to direct a video for the French label, following a short film starring Margaret Qualley and A$AP Rocky that debuted ahead of its Métiers d’art 2026 collection in New York. For the film, the director followed Qualley as she went about her day in New York City, while A$AP runs around the city—in fast motion—as he rushes to meet her at her destination and propose to her. In both cases, Gondry’s signature playfulness on film is highlighted, but even more important is his signature use of analog techniques to achieve fantastical results.

For those of us who came of age in the ’90s—Blazy was born in 1984—and spent a substantial amount of time watching MTV, Gondry played an outsize influence as the director of almost every single video that managed to capture that particular kind of dream-like oddness and repurposed it for the camera, all while using clever crafts or camera tricks. We saw it first on Björk’s “Human Behavior,” one of the many collaborations between the two artists, where the Icelandic singer travels through the woods, traverses outerspace, gets eaten by a teddybear, and sings from inside its belly, all done in a kind of diorama-style; in Cibo Matto’s “Sugar Water,” shot in a split screen mode so that we can see Miho Hatori and Yuka Honda going about their day, one in forward-motion and one in reverse, until they meet in a car accident and then switch screens/directions (featuring a memorable scene of Hatori showering with a box of granulated sugar); in Daft Punk’s “Around the World,” where a series of characters populate a stage—each assigned one of the beats that make up the song and with their own particular choreography; and of course, his videos for The White Stripes—which one is more iconic, “Fell In Love With a Girl” made from Legos, or “The Hardest Button to Button,” the stop-animation phenomenon?

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In 2003, his legacy was further crystallized when a compilation of his music videos was released on DVD under the “Directors Label” series, alongside videos by Spike Jonze and Chris Cunningham. (If this seems crazy to all the young people reading, a reminder that YouTube didn’t launch until 2005—in order to have easy access to our favorite videos and performances, some of us kept a VHS in our video player at all times so that we could record things when they came on TV. “Ok, grandma, let’s get you to bed,” I can hear you all thinking.) The DVD was to be found in every single hipster’s home.

With 2004’s Eternal Sunshine of the Spotless Mind, Gondry proved that his unique point of view and filmmaking techniques could be applied to feature films. Starring Jim Carrey and Kate Winslet (and with a screenplay by Charlie Kaufman, another one of the decade’s weirdo geniuses), the movie follows a couple that decides to undergo an experimental treatment that can erase painful memories. (If you haven’t yet watched, please know it will destroy you.)

But what does it mean that Blazy has selected Gondry to spearhead his first messaging for the brand? The Belgian designer, who came to prominence as Bottega Veneta’s creative director from 2020 to 2024, emphasized a love for craft and technique along with a constant desire to explore a childlike curiosity and sensibility. Blazy is, above all, a humanist, seeking to make a personal connection with the world that surrounds him. Similarly, Gondry built his career on that very same sense of childlike curiosity towards the world; his artistic practice has similarly sought to make human connections. As the world of luxury can seem increasingly at odds with the horrors of the real world, it is important to send a message that goes beyond “Buy this product.” What Blazy is emphasizing by hiring Gondry is the humanness that connects us all.

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Source: “AOL Entertainment”