Chanel’s Spring/Summer 2025 campaign, lensed by Inez & Vinoodh, is a study in quiet sophistication, seamlessly weaving past and present within the storied halls of the Grand Palais. The setting—a longtime stage for Chanel’s grand spectacles—reopens after an extensive renovation, with its new entrance now bearing the name of Gabrielle Chanel herself.

Against this architectural masterpiece, models Ella McCutcheon, Nigina Sharipova, Amar Akway, and Libby Bennett embody the maison’s signature allure. The campaign unfolds in a dual narrative: sweeping portraits framed by the Palais’ intricate steel and glasswork juxtapose intimate black-and-white studio shots, evoking the poetic nostalgia of Chanel’s enduring aesthetic.

While the campaign pays homage to the house’s legendary codes with effortless precision, it also underscores an era of transition. With Virginie Viard’s tenure drawing to a close and the industry anticipating Matthieu Blazy’s creative direction, Chanel remains deeply rooted in its heritage—a stance that, while undeniably elegant, leaves room for evolution. The absence of a video component, often pivotal for digital engagement, adds to this air of restrained classicism.

Yet, in its purity and refinement, the campaign reaffirms Chanel’s unwavering devotion to timeless style. It is not merely a reflection of where the house has been, but a reminder of the legacy it carries forward—an enduring conversation between history, craftsmanship, and the infinite possibilities ahead.