Liu Wen, Lulu Tenney & Tilda Swinton Come Together for the ‘Beautiful’ Chanel Pre-Fall 2025 Campaign

The world of fashion is currently awaiting the official debut of Matthieu Blazy as Chanel creative director. The French-Belgian designer, who succeeded Virginie Viard in December 2024, will stage his first runway show for the fabled French fashion house in October during Paris Fashion Week. Until then, the powers that be at Chanel HQ are making no immediate changes in direction, especially when it comes to the brand’s campaign imagery. Chanel regular Mikael Jansson is called upon once again to capture a campaign, this time for the Pre-Fall 2025 season. The Swedish photographer points his lens toward Liu Wen, Lulu Tenney, and Tilda Swinton for the occasion. Throughout the campaign, the cast pose both within the studio and against the majestic Xi Lake in Hangzhou, China – echoing the setting of the show.

“Very nice,” immediately complimented Overindulgence.

“LOVING this!” declared RMDV.

“You know what… I’m interested to see more. First time in a loooooooong while for Chanel,” shared forum member Cocteau Stone.

“I look forward to the glossy fold-out campaigns in magazines for the beautiful landscapes,” tigerrouge chimed in.

Also very much a fan was jeremydante. “Absolute love. It’s been so long since we had a proper on-location Chanel campaign. Mikael ate this. Perfect casting, and well executed,” they enthused.

Vogue28 commented: “Such a beautiful campaign that echoes the mood of the show perfectly. It’s all just very tastefully executed by Mikael Jansson, and the model cast is superb – such a lovely surprise to see Liu Wen. You will never hear me complaining over the sight of Lulu Tenney but I could’ve done with Tilda.”

See more from the Chanel Pre-Fall 2025 campaign and join the conversation, here.