Taking throne as one of the world's most coveted bags in luxury, Chanel's 11.12 bag is no strange face in celebrity. A bag that traces its legacy back to the 1980's, the Chanel 11.12 bag now comes tucked under the arms of Anna Mouglalis, Rianne van Rompaey, Imaan Hammam, Louise de Chevigny and Zoé Adjani for its new campaign, The Chanel Iconic shot by Inez & Vinoodh.

 

 

Tracing the bag back to its original legacy, the 11.12 bag holds its place in the hall of fame as a reimagined version of the 2.55 bag envisaged by Gabrielle Coco Chanel back in 1955. Reformed under the helms of Karl Lagerfeld in 1980, the 11.12 bag was born, capturing the same rectangular frame modernised with a new double C lock closure and a beautifully interlaced chain of metal and leather. Quickly becoming a luxury staple and a coveted favourite, the 11.12 bears the immaculate details of a couturière, with its diamond quilted topstitched body and the renown stitch and turn technique, piqué retourné.

 

In welcoming the warm embrace of SS21, Chanel once again defies time and trends, offering the 11.12 in seasonal iterations and with a thrilling new campaign titled The Chanel Iconic. Captured in the Paris neighbourhood Saint-Germain-des-Prés, photo duo Inez & Vinoodh envision the bag's timeless essence, bringing to life the Chanel woman and the 11.12, lensing its universality and functionality for the modern woman in and around town.

 

 

"The Chanel 11.12 bag is part of your life forever. It is pure perfection in its proportion, simplicity and understated timeless luxury. The five women in this campaign are icons in their own right, they embody the multiple generations that Chanel has touched,” explain Inez van Lamsweerde and Vinoodh Matadin.

 

A bag that truly transcends time, season and place, the 11.12 is now available in summer hues of pink, tweed, metallic gold, red and pastel blue. A bag that embodies the allure and intimacy of Chanel, view the the full collection here.