Optical generation of complex spin textures is one of the most exciting challenges of modern spintronics. Here, we uncover a distinct physical mechanism for imprinting spin chirality into collinear magnets with short laser pulses. By simultaneously treating the laser-ignited evolution of electronic structure and magnetic order, we show that their intertwined dynamics can result in an emergence of quasi-stable chiral states. We find that laser-driven chirality does not require any auxiliary external fields or intrinsic spin-orbit interaction to exist, and it can survive on the time scale of nanoseconds even in the presence of thermal fluctuations, which makes the uncovered mechanism relevant for understanding various optical experiments on magnetic materials. Our findings open a new perspective at the interaction of complex chiral magnetism with light.