Gracie Abrams has been named the new face of Chanel’s Coco Mademoiselle fragrance, starring in the campaign for Coco Mademoiselle Crush Absolu, the latest addition to the house’s iconic fragrance line. The campaign marks Abrams’ latest collaboration with the French luxury brand, further strengthening a relationship that has steadily evolved in recent years.
The appointment follows Abrams’ growing association with Chanel. The Grammy-nominated singer-songwriter has attended the maison’s runway shows, worn Chanel for major public appearances and previously served as an ambassador for the Coco Crush fine jewellery collection. Her new role sees her front one of Chanel Beauty’s most recognisable fragrance franchises.
Chanel
Speaking to Vogue, Abrams revealed that her connection to Chanel began long before her career in music. She recalled spending time at her grandmother’s vanity as a child, where she was fascinated by a bottle of Chanel N°5 an early memory that introduced her to the house and its legacy.
That personal connection now comes full circle with Coco Mademoiselle Crush Absolu, a new interpretation of the Coco Mademoiselle fragrance family created by Chanel in-house perfumer Olivier Polge. According to Polge, every Chanel fragrance begins with “a blank page” before developing its own identity. The composition blends vibrant grapefruit and lychee with warm notes of vanilla and amber, offering a scent that balances brightness with depth.
Chanel
Although Abrams has often described her beauty routine as relatively simple, she said fragrance remains an essential part of her everyday life because of the confidence it brings.
“Confidence,” she told Vogue when asked what becoming the face of Coco Mademoiselle means to her. “Fragrance can change the way you carry yourself in a split second.”
The campaign arrives during a milestone year for the 26-year-old artist. Abrams is preparing to release her third studio album, Daughter from Hell, while also set to make her feature film debut in Halina Reijn’s upcoming A24 film, Please, expanding her creative career beyond music.
Away from recording and touring, Abrams said she has been embracing new creative outlets, including drawing pastel portraits and rediscovering her love of dancing. She explained that those pursuits have helped her stay present, adding that filming the Coco Mademoiselle campaign encouraged her to embrace greater confidence and spontaneity.
Chanel
Abrams joins a distinguished list of women who have represented Coco Mademoiselle, bringing her own perspective to the fragrance’s latest chapter. Her appointment reflects Chanel’s continued collaboration with artists whose influence extends across music, fashion and culture while introducing Coco Mademoiselle Crush Absolu to a new generation of fragrance enthusiasts.
The campaign is scheduled to roll out later this summer, marking another milestone in Abrams’ expanding partnership with Chanel as she continues to make her mark across music, fashion and film.
