Loli Bahia Heads to the South of France for the Chanel Cruise 2025 Campaign

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Chanel continues to remain without a creative director. Following the abrupt departure of Virginie Viard in June, the fabled French fashion house is yet to announce a replacement. As a result, the powers that be at Chanel HQ continue to serve up a strong sense of familiarity with its advertising campaigns. Firm Viard favorite Loli Bahia is ushered in as the face of the Chanel Cruise 2025 collection. Fresh from the Coco Neige 2024 campaign offering, the French beauty takes the South of France via the lens of Jamie Hawkesworth for the Cruise 2025 campaign installment. Back in May, Viard presented the collection in Marseille (on the rooftops of the Cité Radieuse) which was subsequently the designer’s last for Chanel.

The Chanel Cruise 2025 Campaign:

Read below the reactions of theFashionSpot’s forum members:

“Why is it giving house-to-house fashion catalog?” questioned tourbillions upon first look.

“Loli Bahia looks like Bozo’s girlfriend in the shot with the hat. Literally some of the worst clothes I’ve seen in quite some time,” exclaimed GivenchyHomme.

“The South of France setting is what’s selling this to me, which looks absolutely heavenly. I’m fine with Loli Bahia as the face of Chanel but I’m just not sold on Jamie Hawkesworth for Chanel. Everything feels very… pedestrian and juvenile for a brand like Chanel,” vogue28 critiqued.

EDEN21 commented: “I don’t mind Loli Bahia but for some reason I don’t buy her as a Chanel muse.”

Yet not everyone was of the same sentiment. “Jamie Hawkesworth’s work always leaves me wanting more. These images make me dream. Love Loli Bahia for Chanel,” MModa enthused.