Luxury French Chanel has doubled down on its love for playful Australians Margot Robbie in her latest advertising campaign, which glorifies Kylie Minogue for dancing.
In the 2023 interview, Minogue made it clear that he would like his colleagues Neighbors students and Barbie Robbie stars in the film. Robbie poured cold water on the idea during a BBC radio interview last year, but that didn’t stop him standing by Minogue to promote the Chanel 25 handbag.
Oscar-winning director Michel Gondry revisited the concept of his 2001 music video for Minogue’s song. Come Into My World, for a Chanel ad, featuring multiple Robbies carrying different versions of the bag.
While Robbie parades along a Parisian street, recreated in a Los Angeles studio, Minogue snaps from an open window.
“I rocked up on the set and Margot was already filming,” Minogue told it Elle Australia. “Seeing the gig, a miniature version of the Parisian set, was already like walking into a candy store, and then seeing Margot overdo it… it was a full-circle moment.”
The campaign meant the same to Robbie. The first concert that Robbie attended was Minogue’s 2002 tour for him Fever album, which features Come Into My World.
“My best friend, her mum, and I drove to Sydney for her – I don’t even know if I’d ever been to Sydney before,” Robbie said Vogue. “The excitement was crazy. Later, I found a blue T-shirt with ‘Kylie’ written on it in pink, and her look – like on Fever album cover – pink too. Oh, I wish I still had that t-shirt. I remember everything about it. It was my first concert, and it was amazing.”
The Chanel campaign was also a way for Robbie to play a version of Minogue without revealing her questionable singing skills.
“It’s really perfect, because I can’t sing,” Robbie told Vogue. “So I’m doing Kylie without having to sing and ruin it for everyone.”
In the Vogue interview, Robbie also revealed that if he had to sing along with Minogue at karaoke, he would sing “an unofficial Australian song”. A horse by Daryl Braithwaite.
The campaign is another example of Chanel creative director Matthieu Blazy’s love for Australians. Robbie and Minogue fronted the label’s recent show at Paris Fashion Week, alongside Chanel ambassador Nicole Kidman.
Blazy’s critically acclaimed debut for Chanel last year, after moving from Italian label Bottega Veneta, featured First Nations models Tatyana Perry and Latahlia Hickling.
Since taking a chance from Property of Karl Lagerfeld Virginie Viard, Blazy has been credited with reinvigorating the label. Critics have praised the simplicity he brought to Chanel’s designs and the introduction of related pieces, such as the jeans Robbie wears in the ad.
The ad should help sales of the famous Chanel 25 flap bag, which has already been seen on the shoulder of singer Harry Styles.
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