Celebrity Name: Margot Robbie & Kylie Minogue
Brand Name: Chanel
Deal Type: Brand Campaign / Ambassador Partnership
Announced: March 23, 2026.
Impact: Elevates the Chanel 25 launch with cross-generational star power, drives social buzz through a music-video style film, and deepens each talent’s positioning with luxury fashion audiences.
- The campaign is a shot-for-shot homage to Kylie Minogue’s iconic 2002 “Come Into My World” music video, originally directed by Michel Gondry, who returns to helm this new Chanel film 25 years later.
- Margot Robbie leads as Chanel’s longtime house ambassador, while Kylie Minogue makes a surprise cameo in a pink sweater on the Parisian streets, mirroring her appearance in the original video almost exactly.
- The campaign showcases the newly launched mini version of the Chanel 25 handbag, a hobo-inspired silhouette available in crinkled calfskin, washed denim, and more, in four sizes.
- Chanel’s Creative Director continues blending pop culture with haute couture, following Lady Gaga’s performance at the F/W 2026 show and A$AP Rocky’s Métiers d’Art film.
Margot Robbie and Kylie Minogue have joined forces for one of fashion’s most talked-about campaigns of 2026. Released today by Chanel, the short film, directed once again by Michel Gondry, recreates Kylie’s beloved 2002 “Come Into My World” music video, exactly 25 years after its original release.
Set on a recreated Parisian street, Robbie strolls through a looping cityscape, running into multiple versions of herself, each carrying a different iteration of the new Chanel 25 mini handbag, a clever nod to Gondry’s signature in-camera illusion technique.
Minogue appears from a window in her signature pink sweater before stepping onto the street, a near-perfect replica of her original appearance. “Chanel! Margot! Michel! Me — what an experience bringing back all of the ‘Come Into My World’ music video feels!” Minogue shared following the campaign’s release.
Much like Kelly Rutherford’s recent partnership with Véronique Gabai, this campaign leans into the power of authentic, long-term connection between star and brand.
Robbie has been a Chanel ambassador since 2018, and Gondry told Vogue he had been “dreaming about Kylie for 25 years” since their original Paris shoot. Photography was handled by Craig McDean.
Minogue, fresh off her acclaimed Tension era and still dominating global dance charts, adds real pop-world credibility to the launch. Robbie, meanwhile, recently produced and starred in Wuthering Heights (2026), cementing her standing as one of Hollywood’s most powerful creative forces.
And similar to Lindsay Lohan’s playful brand reinvention with Health-Ade, this campaign shows how nostalgia and personality, handled right, can make a product feel genuinely personal.
Takeaways
This campaign is a lesson in emotional luxury marketing. Rather than simply showcasing a bag, Chanel has woven together nostalgia, music history, cinematic craft, and two of Australia’s biggest global exports, creating a cultural moment, not just an ad.
The choice of Gondry is no accident: he is the living bridge between the original video and this new film, lending authenticity that money alone cannot buy.
Under Matthieu Blazy, Chanel is clearly repositioning as a house that speaks fluent pop: Lady Gaga on the runway, A$AP Rocky in New York, and now Kylie back on the Parisian streets. The Chanel 25 is being sold not just as an accessory, but as a piece of cultural identity.
Does this kind of nostalgic tribute make you more likely to notice a luxury campaign? Which star do you think benefits more from this pairing, Robbie or Minogue, and why?
