CHANEL has named Gracie Abrams as a new muse for the COCO CRUSH collection. The House confirmed the appointment as a continuation of its partnership with Abrams, who already serves as a House Ambassador. Chanel will reveal the new Coco Crush campaign on January 13, 2026.
JEWELRY
Abrams, born on September 7, 1999, in Los Angeles, began releasing music in 2019 after signing with Interscope Records. She introduced her songwriting through the EP Minor in 2020, followed by This Is What It Feels Like in 2021. These releases established her presence within contemporary pop and set the framework for her first studio album.
In 2023, Abrams released Good Riddance, her debut full-length record. The album led to a nomination for Best New Artist at the 66th Grammy Awards, bringing wider recognition to her work that year. She continued this trajectory in 2024 with her second studio album The Secret of Us, which debuted at number two on the Billboard 200 chart.
The deluxe edition of The Secret of Us included the track “That’s So True,” which became Abrams’ highest-charting song to date. During this period, she also supported major tours, including Olivia Rodrigo’s Sour Tour and Taylor Swift’s Eras Tour, extending the reach of her music to broader audiences through live performance.
Chanel selected Abrams for Coco Crush due to her confident presence and direct approach, qualities that align with the brand’s identity. The upcoming campaign will mark her first official appearance as a Coco Crush muse, extending her collaboration with the House into its fine jewelry universe.
Among the faces who have appeared in Chanel’s Coco Crush campaigns are K-pop superstar and a member of Blackpink Jennie Kim, actors Amandla Stenberg and Lucy Boynton, as well as models Amelia Gray Hamlin and Mona Tougaard.
