The Chanel 11.12 bag is back as the star of Chanel’s latest campaign—”The Chanel Iconic.” Drawing on its history, the campaign celebrates the timelessness of the house’s iconic bag. Gabrielle Chanel first designed the inspiration for the 11.12 bag when she created the 2.55 bag in February 1955. It was then adapted by Karl Lagerfeld in the early 1980s with the addition of a clasp decorated with the house’s double C monogram and a metal chain intertwined with leather.
The Chanel 11.12 bag is, however, more than just a bag—it’s an identity. This can be clearly seen in the unparalleled craftsmanship of the bag: every piqué retourné (“stitch and turn”) is a work of art; the seven pockets are an ode to its versatility; and the “diamond” quilting brings a sense of elegance.
The new campaign is flawlessly captured by Inez van Lamsweerde and Vinoodh Matadin in a series of photos featuring Zoé Adjani, Anna Mouglalis, Rianne van Rompaey, Imaan Hammam, and Louise de Chevigny. See the stunning new campaign below.
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