CHANEL 25: Continuing the history of the IT Bag from the French fashion house

CHANEL 25: Continuing the history of the IT Bag from the French fashion house

The bags from CHANEL all become IT Bags because they are linked to the spirit of liberation: allowing the wearer to become whoever they want and do anything they desire.

CHANEL’s pioneering position has been built on transformative decisions within the global fashion industry. Let’s take a look back at history. While other designers were focused on celebrating the female silhouette, Gabrielle Chanel aimed for comfortable, practical clothing inspired by menswear. The CHANEL 2.55 bag granted women the freedom to wear a bag on their shoulder or crossbody instead of having to carry it elegantly in hand. CHANEL’s announcement of South Korean artist G-Dragon as a brand ambassador marked the beginning of close collaborations between luxury fashion and Asian idols…

February 1955 was a pivotal moment not only for CHANEL but for the entire fashion industry. The 2.55 bag, featuring a chain strap made of metal (inspired by the key rings of nuns in the convent where Gabrielle Chanel grew up), marked the end of an era when women could only carry their accessories by hand. The bag was designed with secret compartments, becoming a private world for women that no one could invade. Later, in 1983, designer Karl Lagerfeld refined the 2.55 bag, transforming it into what we now know as the CHANEL 11.12 or CHANEL Classic Bag: the chain was interwoven with leather; the rectangular clasp (Mademoiselle lock) was replaced with a rotating lock featuring the double C logo; and numerous versions of the bag were introduced, made from materials such as calfskin, caviar leather, tweed, and cotton. Since then, the CHANEL Classic Bag has always been on the wish lists of luxury fashion enthusiasts.

It’s no surprise that CHANEL holds a strong place in the hearts of fashion enthusiasts. For over 100 years of existence and development, the “house of camellias” has persistently followed the path of liberating women (and the mainstream market) from rigid norms in dressing and lifestyle. For women, handbags are companions on every journey of self-discovery. Because of the spiritual value that CHANEL bags convey, many have chosen them as symbols for significant moments in their lives. Now, whenever a bag with the CC logo is released, people eagerly desire and patiently queue to obtain it. Over the past two decades, we have seen the consistent introduction of styles such as CHANEL Boy (2011), CHANEL Gabrielle (2017), CHANEL 19 (2019), CHANEL 22 (2022), and most recently, CHANEL 25.

First appearing in the Cruise 2024/25 collection, the CHANEL 25 immediately garnered attention for its beauty, blending classic and modern elements. The bag features a unique trapezoidal shape that is spacious and comfortable, aligning perfectly with the current trend of boho bags that “hold the world.” On the side of the bag, there are two convenient pockets for small items, secured with a rotating CC clasp. The drawstring closure in the center allows for easy opening and closing while adding a gathered structure to the body of the bag.

Incorporating the brand’s heritage codes such as quilted patterns, leather-woven metal straps, and the CC logo, the CHANEL 25 undeniably becomes a new classic design. With the launch of this new bag in Spring 2025, CHANEL has chosen Dua Lipa—a contemporary music icon—as its face.

Dua Lipa, who walked into a CHANEL store to buy herself a Boy bag right after signing her first recording contract in 2014, became a Friend of the House in 2018 and co-chaired the MET Gala honoring Karl Lagerfeld in 2023. She also just completed her world tour “Radical Optimism” at the end of 2024, dressed in custom CHANEL outfits. In the advertisement for CHANEL 25, director Gordon Von Steiner follows Dua Lipa through the vibrant streets of New York. The background song featured in the film, which Dua Lipa hums along to, is “She Drives Me Crazy” by The Fine Young Cannibals—a hit from 1988. Although Dua Lipa is a young artist, her musical style and fashion sensibility reflect the colorful influence of the 1980s and 1990s. The harmonious and free-spirited blend of past values with contemporary youthful trends in Dua Lipa makes her an ideal embodiment of the spirit of CHANEL 25.

I love the CHANEL 25 bag. It’s a perfect bag for girls like me who carry the whole world with them. The spacious compartment allows me to fit so many things: books, sunglasses, notebooks, and even jewelry,” Dua Lipa shared.

Every girl can find a part of herself in Dua Lipa’s words. Even in an era of technology and declarations of freedom, we often feel trapped, bound by prejudices. We face the pressure to be one way while needing to be another; balancing social roles while not neglecting personal needs… This is when CHANEL helps women liberate themselves from restrictive thoughts. With the CHANEL 25 or any of the brand’s IT Bags, you can be fashionable, luxurious, and at the same time, feel free and liberated.