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Luxury house CHANEL presented their CHANEL 22 Bag for the Spring Summer 2022 season with a campaign featuring actresses and the brand’s ambassadors Margaret Qualley, Whitney Peak, and Lily-Rose Depp lensed by fashion photography duo Inez van Lamsweerde and Vinoodh Matadin. In charge of styling was Heidi Bivens, with set design from James Chinlund. Beauty is work of hair stylist James Pecis, and makeup artist Lisa Butler.
How can we counter the flurry of thoughts that takes over the mind on a daily basis? How can we pause the never-ending to-do lists? How can we ignore all the day-to-day tribulations and for once enjoy the world as it is around us?
Chanel 22 bag was created by designer Virginie Viard, and the name refers to the year of the bag’s creation – 2022. The bag that combines simplicity and comfort, is light and supple, and it features the brand’s emblematic signature made of gold or lacquered metal. The interior of the bag is sophisticated and practical, with an inside zipped pocket and a removable pouch. The bag also features the house’s codes – the quilted leather, the metal chain interlaced with leather, and a “CHANEL Paris” medallion.
A short film about slowing down, rediscovering your centre and appreciating inner peace; the campaign was shot by iconic Dutch photographers Inez van Lamsweerde and Vinoodh Matadin in celebration of the CHANEL 22 Bag. Created by Virginie Viard and presented for the first time at the Spring-Summer 2022 Ready-to-Wear show, the CHANEL 22 Bag follows Gabrielle Chanel’s desire to offer women freedom of spirit and mind. Thus, it is a surprisingly practical — and of course, effortlessly chic — companion for the modern woman, available in a wide range of colours: blue, pink, white.
“This is a bag that accommodates a woman’s every need. It’s a bag made for a woman who works and reads and maybe even carries around a colouring book for her kids or snacks, all while looking stylish as heck.”
Inspired by Qualley’s personality, and her nature-infused childhood in Montana, Inez and Vinoodh aimed to contrast her need for the calm and serenity of the deserts of her childhood as a way of decompressing from the high-pressure life of an actress on the rise in the big city.
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