Coppola, a pioneer in an effervescent aesthetic, shot the ad in a half-minute film replete with French iconography. Lensed in the streets of Paris, the 11.12 finds itself adorned on the arms of Carole Bouquet, Anna Mouglalis, Zoé Adjani, Louise de Chevigny, and Iman Perez.
Commonly referred to as the Chanel Flap bag, its quilted shoulder style takes notes from the 2.55 bag, imagined by Gabrielle Chanel in February 1955. The 11.12 was first introduced by the late Karl Lagerfeld in the 1980s.
Photos: Inez & Vinoodh, Courtesy of Chanel
“That bag is a star, it’s such a symbol of womanhood —and makes you feel a certain way," Coppola said. "Your first Chanel bag is an unforgettable moment, it’s a rite of passage. I wanted to focus on the bag, how it’s made, and how it makes you feel—how you notice women passing by in Paris who seem to be going somewhere and have a life…and some mystery."
And if there’s one thing that Chanel does well, it's creating a guaranteed instant classic. The 11.12 comes with the iconic interlocked Cs and a strap with an adjustable metal chain interlaced with leather, differing from its predecessor, while the diamond-quilted stitching keeps the bag classically Chanel.
See The Chanel Iconic film below: