Chanel has unveiled its spring-summer 2025 pre-collection campaign, featuring Grammy-nominated singer-songwriter Gracie Abrams as the new face of the brand. Abrams, who gained significant attention opening for Taylor Swift‘s Eras Tour and performing on Saturday Night Live, has been appointed as a Chanel ambassador following her appearances in the brand’s attire at the Grammys and Met Gala.
The campaign, captured by photographer Craig McDean, was directed by acclaimed filmmaker Sofia Coppola, a long-standing muse and collaborator of Chanel. The house describes the campaign as a fusion of photography, music, and film, offering a contemporary, feminine perspective on the Chanel universe. Notably, some visuals portray Abrams as a “film heroine,” echoing characters from Coppola’s cinematic works.
Abrams expressed her enthusiasm for the collaboration, stating, “Working with Chanel has been a dream come true. The opportunity to be photographed by Craig McDean under Sofia Coppola’s direction was truly inspiring.” Coppola, known for her nuanced portrayal of young women, remarked, “Gracie embodies the modern Chanel woman, talented, elegant, and authentic. It was a pleasure to bring this campaign to life with her.”
This partnership marks a significant milestone in Abrams’ career, aligning her with a legacy of influential Chanel ambassadors. Her recent endorsement deals also include collaborations with Pandora and TUMI, reflecting her expanding presence in the fashion industry.
Coppola’s involvement in the campaign continues her longstanding relationship with Chanel. She has previously directed several campaigns for the brand, including the 2020 Métiers d’art collection, where she recreated Mademoiselle Chanel’s iconic apartment for the event. The spring-summer 2025 pre-collection is set to debut in Chanel boutiques worldwide in the coming weeks.
