Fashion's obsession with clones Ritual as a means of self-affirmation

Chanel has just launched a new campaign directed by Michel Gondry for the CHANEL 25 bag, starring Margot Robbie. The actress from Wuthering Heights meets all the versions of herself on the street, each wearing a different iteration of the French maison’s new bag.

Recently, the theme of clones, especially digital ones, has returned multiple times in fashion: just think of Prada’s Ritual Identities campaign for the Galleria bag, directed by Yorgos Lanthimos and starring Scarlett Johansson, or H&M’s advertisement from last March featuring 33 pairs of “digital twins” created with AI. In all three cases, the common denominator is the clone. Each project tells in its own way not only a different aspect of fashion, but also of the times we are living in.