Chanel releases star-studded handbag campaign featuring Penélope Cruz and Brad Pitt

The luxury brand aims to showcase its bag's craftsmanship and fashion history as prices continue to rise.

Chanel has debuted its star-studded campaign for the classic 11.12 handbag, starring Penélope Cruz and Brad Pitt.

After its exclusive preview at Paris Fashion Week, the campaign aims to reinforce the bag's iconic status amid Chanel's latest price hike.

"We felt it was the right moment to talk about our icon,” says Bruno Pavlovsky, Chanel's Fashion President. “We should explain more to our customers, our fans and to the press that we have a unique positioning — the way we develop and value leather goods handbags, in particular.”

The campaign film's release coincided with Chanel's price increase, typically done in March and September. The brand emphasises the craftsmanship and couture techniques used to create its handbags.

Pavlovsky denies the price hikes are about market positioning. “We are not trying to be the most expensive. We’re trying to protect the best know-how,” he says. “We have the ultimate luxury brand, and we want to offer the best product to our customers."