First Look: Lily-Rose Depp, Margaret Qualley, and Whitney Peak Rocking The CHANEL 22 Bag

The CHANEL 22 is no doubt the French luxury house’s It-bag of the season. And why ever not? It definitely differs from the classic flap bag — sleek yet slouchy and comfortable, the SS22 style is made from supple quilted leather, in a casual style amped up with codes of the House, such as a metal chain interlaced with leather, and a signature “CHANEL” composed of gold or lacquered metal letters.

Ahead of the campaign’s launch on social media channels everywhere tomorrow, here’s a first look at the bag’s new campaign, directed by the trusted creative duo Inez & Vinoodh:

As you can see, it features three icons of their generation — Lily-Rose Depp, Margaret Qualley and Whitney Peak. Three different locales are also featured across the following campaign images; you’ll notice the blue skies of Los Angeles, sandy desert landscapes of Palm Springs, and the vibrant skyscrapers of New York at night, proving that the CHANEL 22 bag is truly as versatile as it seems.

The three muses will also be further featured across a series of three films, to be revealed soon. On the creative process, Inez & Vinoodh said that they tried to create three completely different stories that dive into their respective worlds, which makes for “a kind of stylised interpretation of ‘a day in the life’ of each woman”. It’s part surreal and part a reflection of their lived lives, they elaborated.

“With each subject, we researched their life, their careers, their dreams, ideas, etc. We established a key word per girl that we would centre each story around,” they continued on the films’ authenticity. “There is humour in the fact that Whitney sleeps with her bag, but at the same time if you love a bag, you don’t want to let it go.”