“I was nervous,” Chanel admits. “I had worked with a lot of photographers who wanted me to do the same three moves. ‘Do the thing, Chanel. Do the viral thing.’ Gal didn’t even ask me to dance. She asked me to stand still and look at a crack in the wall.”
Outside the studio, the LA sun has finally set. A text buzzes on Chanel’s phone—another brand, another brief, another PDF to ignore. She glances at it, then at Gal. Gal raises an eyebrow. Chanel shakes her head no . chanel camryn, gal ritchie
They finish each other’s sentences so naturally that our interview often feels like eavesdropping on a private language. Chanel Camryn first came to public attention the way many raw talents do now: a viral clip. A 15-second video of her freestyling in an empty warehouse, all popping control and fluid rolls, racked up millions of views. But unlike so many flash-in-the-pan moments, Chanel had depth. She had studied under Laurieann Gibson. She had toured. She understood that social media wasn’t the art—it was just the window. “I was nervous,” Chanel admits
Three years later, that unplanned moment has become the foundation of one of the most quietly influential creative partnerships in fashion and digital media. Do the viral thing
They operate as a . Gal shoots, directs, and edits. Chanel moves, models, and co-directs the narrative. They split everything 50/50. When a luxury sneaker brand comes calling, they don’t ask for a brief—they pitch a world.
That first shoot produced exactly zero usable commercial images by traditional standards. But it produced trust . What makes the Chanel-Gal partnership notable isn’t just the aesthetic—it’s the economics of how they work. In an era where influencers are often directed by corporate social media managers and photographers are hired per campaign, Chanel and Gal have flipped the script.