Already a Chanel ambassador, the Grammy-nominated singer now fronts Coco Mademoiselle Crush Absolu, a deeper, more intense interpretation of the House's iconic fragrance.

With Coco Mademoiselle Crush Absolu, Chanel turns the page on one of its most recognisable fragrances while remaining faithful to the woman who inspired it. To introduce the new interpretation, the House has chosen Grammy-nominated singer-songwriter Gracie Abrams as the face of the campaign. Already a Chanel ambassador, Abrams now steps into the world of Coco Mademoiselle, lending her quiet confidence and emotional honesty to a fragrance that explores a richer, more intense side of the original.
The casting reflects Chanel's enduring fascination with women who forge their own paths. In Abrams, the House sees an echo of Gabrielle Chanel's independent spirit, drawing a poetic bridge between two women separated by more than a century. As Chanel describes it: "One emerged during the Belle Époque in a cabaret in Moulins; the other, last year, during The Secret of Us Deluxe Tour in America. Between the two lies a century-and-a-half of free-spirited women." It is not a comparison rooted in appearance, but in presence—an effortless confidence, creative instinct and unwavering sense of self that transcend time.

"It’s unreal to be the new face of Coco Mademoiselle. I feel an immense sense of pride," Gracie Abrams said in a statement. "I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her."
That same sensibility is what drew Chanel to the artist, according to Thomas du Pré de Saint Maur, Chanel's Head of Global Creative Resources for Fragrance &amp; Beauty. "Gracie naturally embodies the spirit of Chanel. Like Gabrielle Chanel once did, she asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance. There is that liveliness in her, that unfussy refinement, which recalls Coco’s modernity. It is less a matter of silhouette than of attitude."
The fragrance itself deepens the familiar language of Coco Mademoiselle. Its luminous heart of orange and jasmine remains intact, while darker, more enveloping facets introduce a heightened sense of intensity and sensuality. Rather than reinventing an icon, Crush Absolu reveals another dimension of it—one that feels more intimate, more magnetic and unmistakably contemporary.
With Abrams leading the campaign, Chanel continues to redefine how heritage speaks to the present. The pairing feels less like a celebrity endorsement than a passing of the torch, where the spirit of Gabrielle Chanel finds new resonance in an artist whose authenticity, vulnerability and creative independence have become the hallmarks of her generation.

Gracie Abrams fronts the Chanel Coco Mademoiselle Crush Absolu campaign

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