The three actresses and ambassadors of the French fashion house showcase the newest addition of the brand’s accessory offering, the 22 bag. Debuted during the spring-summer 2022 show in Paris, the women and their trusted leather companion are captured by powerhouse duo, Inez and Vinoodh.
Travelling from the calm ambiance of Los Angeles and Palm Springs to the fast-paced beat of New York, Lily, Margaret and Whitney evolve in singular visuals, scripted to delve into their unique personalities.
Explaining the new Chanel campaign, the photographers said, “We were given the opportunity to create three completely different stories with three completely different women and set out to create three stories that would show a lesser known side of each woman. Researching and diving into their worlds was very inspiring for us”.
Here is an exclusive insight into Lily, Margaret and Whitney’s experience on set of the 22 Campaign.
What was it like working with Inez & Vinoodh on this campaign? Tell us about their vision, their collaboration with you and Virginie Viard, the atmosphere in general? Was there a stand-out moment during the shoot?
Lily-Rose Depp: What’s so special about working with Inez & Vinoodh is that they care about their subject’s essence coming through the photo. They want you to feel like you, to feel confident and as excited as they are about what you’re creating together, and at the same time, they represent Chanel in a way that is very true to Virginie’s incredible vision. I am so honoured to be part of their [Inez, Vinoodh and Virginie] collaboration.
One particular moment I really remember from the shoot is Inez & Vinoodh helping me feel comfortable wearing roller skates, we practiced, and I felt like a kid learning with my family!
What precious things do you carry in your Chanel 22 bag? Tell us one thing that has a special meaning for you.
Lily-Rose Depp: I always carry good luck charms in my bag – one of them is a little stone, and the other is a two-dollar bill. I tuck them into my little makeup pouch, so they stay nice and safe!
What do these images say about your lifestyle and everyday life? What do you think Inez & Vinoodh wanted to say about you? Whitney Peak: Inez & Vinoodh brought my closest circle in on this shoot. These images are like a “high fashion” filter of how I’d spend the perfect day with the people I love most. I really value time alone and can disappear into my own world for days.
I tend to get anxious about going out, but my friends know how to make it a good time. I’ve been so lucky with the path my life has taken and all I want is for everyone I’ve grown up with to have a seat at the table with me. Family and friends are very important to me and sharing this experience with them is all I could wish for.
Gabrielle Chanel believed in numbers and launched her second fragrance, N°22, in 1922. In tarot, 22 is one of the Master numbers and holds so much strength it can turn dreams into reality. In numerology it represents the fulfillment of one’s greatest aspirations… What does the number 22 mean to you?
Whitney Peak: I instantly thought of my big sister, Waldh, of walking into her 22nd birthday party with 22 by Taylor Swift blasting out. But it’s interesting and something I actually looked into. I always used to check the time at 2:22. When I heard about ‘angel numbers’, I got curious, I had to find out what that meant.
I think it means reassurance that you’re on the right track, but I might be wrong. It was always a positive presence when I felt alone in the city and would suddenly see it… It’s funny how that works, I’d never made the connection before.
What do these images say about your lifestyle and everyday life? What do you think Inez & Vinoodh wanted to say about you?
Margaret Qualley: Inez & Vinoodh are constantly working. They’re always flying from one place to the next and work long hours to meet deadlines. But they also have this deep desire to be present and connect with what matters to them. I think they see that same drive in me and also some of the damaging effects it can have.
They know how I can get stuck in my head and drive myself crazy. It was a real gift to do a shoot that was all about getting back to the earth. It’s like okay, she won’t stop working, fine, so how about we make the project about stopping working!
What is it about the Chanel style and allure that appeals to you, inspires you?
Margaret Qualley: It’s just classic. I feel best when my clothes don’t speak for me, but they make me feel comfortable speaking for myself, and Chanel does exactly that.
It has often been said that Virginie Viard is a woman designing for women and their needs… Is the Chanel 22 bag a good example of this?
Margaret Qualley: The Chanel 22 bag is a perfect example of Virginie’s natural ability to create pieces that empower women. This is a bag that accommodates a woman’s every need. It’s a bag made for a woman who works and reads and maybe even carries around a colouring book for her kids or snacks, all while looking stylish as heck.