Gracie Abrams leads the new chapter of Coco Mademoiselle with Crush Absolu, a fragrance Chanel is directing towards a younger generation.
Chanel has announced Gracie Abrams as the new face of Coco Mademoiselle, one of the most emblematic fragrances from the French maison. The Grammy-nominated singer-songwriter now fronts the latest interpretation of the scent, Coco Mademoiselle Crush Absolu, a more intense version designed to connect the brand’s legacy with a new generation of consumers.
The choice of Gracie Abrams is no coincidence. The artist was already part of the house’s universe as a Chanel ambassador, but this new role strengthens her relationship with the brand and places her at the forefront of one of its most recognisable fragrance lines. For the maison, Abrams represents a blend of naturalness, elegance and confidence that fits with the free spirit historically associated with Coco Chanel.
“It feels unreal to be the new face of Coco Mademoiselle; I feel an immense sense of pride,” said Gracie Abrams in a statement. “I love that Coco is someone who leaves a mark wherever she goes. Sometimes, I wish I could be more like her.”
From Chanel’s perspective, the decision has been presented as a commitment to a figure capable of expressing contemporary femininity without artifice. Thomas du Pré de Saint Maur, head of creative resources for fragrance and beauty at the maison, highlighted the singer’s attitude as the main reason behind the collaboration. “Like Gabrielle Chanel once did, Abrams asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance,” he said.
The new fragrance, Crush Absolu, preserves some of the most recognisable codes of Coco Mademoiselle, including notes of orange and jasmine, while introducing a darker, more intense and enveloping dimension. The result seeks to reinterpret the essence of the original perfume through a more contemporary sensibility, without losing the sophistication that has always defined the line.
