Chanel has named Gracie Abrams the new face of Coco Mademoiselle Crush Absolu, expanding her role as a House Ambassador through a fragrance campaign that focuses on freedom, instinct, and personal direction. The Grammy-nominated singer-songwriter now represents the latest chapter of Coco Mademoiselle, a woman who values independence, spontaneity, and the freedom to reject fixed labels.
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Abrams describes the appointment as an unreal moment and a source of immense pride. She connects with Coco Mademoiselle through the mark she leaves wherever she goes and admits that she sometimes wishes she could carry herself with the same confidence. Chanel places that connection at the center of the campaign and presents Abrams as a modern figure who follows her own path and moves without artifice.
The House also draws a symbolic link between Abrams and Gabrielle Chanel. Gabrielle began performing during the Belle Époque in a cabaret in Moulins. Abrams appeared at an East Coast festival last year. Their stories stand more than a century apart.
Their resemblance offers only the first layer of that comparison. Chanel points instead to attitude, movement, and the ability to create before others know what to expect. Gabrielle Chanel challenged convention in 1921 when she introduced a new fragrance that answered her era’s desire for freedom. Abrams brings a similar directness to her songwriting and composes verses with the same sense of character that Chanel associates with its perfumes.
Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance and Beauty, describes Abrams as a natural fit for the House. He points to her lively presence, instinctive elegance, and refusal of unnecessary artifice. According to Chanel, she arrives where people do not expect her, stays in motion, and defines her own direction.
Chanel presents Coco Mademoiselle as an inspiring, spontaneous, and independent woman. She follows instinct, rejects convention, and creates her own rules. She imagines what does not yet exist, protects her mystery, and refuses labels. She values the freedom to remain herself. She expresses beauty through attitude, finds strength in delicacy, and applies discipline to creativity.
Coco Mademoiselle Crush Absolu arrives in 2026 as an intense ambery fragrance from Chanel perfumer Olivier Polge. The composition opens with a fruity grapefruit and lychee accord. Rose and jasmine form the floral center, while patchouli shapes the woody ambery base. Vanilla notes and vetiver add further depth to the formula, which Chanel characterizes as sensual and opulent.
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The bottle introduces a radical design that supports the fragrance’s new direction. A contrasting label defines the front, while a faceted cap crowns the form. Through Abrams, Chanel connects Coco Mademoiselle Crush Absolu with a woman who values freedom, movement, and creative independence.
