Chanel has unveiled singer-songwriter Gracie Abrams as the face of its newest fragrance, Coco Mademoiselle Crush Absolu, the first major addition to the iconic Coco Mademoiselle collection in six years.
Photographed by renowned fashion photographer Lachlan Bailey, the campaign presents Abrams in elegant portraits blending timeless Chanel sophistication with softer, youthful energy. The result is a fresh interpretation of one of the luxury house’s most celebrated fragrance lines.
Gracie Abrams joined Chanel as a global brand ambassador in 2024 and has since become a familiar presence at the fashion house’s biggest moments, including the Met Gala and major international events. This fragrance campaign is her most significant role with the brand to date.
Her understated style, effortless elegance, and contemporary appeal make her a natural ambassador for Chanel’s modern generation of fragrance lovers.
What is Coco Mademoiselle Crush Absolu?
The new fragrance offers a warmer interpretation of the original Coco Mademoiselle signature. Chanel describes Crush Absolu as a scent with rich ambery notes balanced by playful freshness and a refined feminine character, creating a perfume for both everyday wear and evening sophistication.
Instead of replacing the classic fragrance, it expands the Coco Mademoiselle family with a more intimate and modern personality.
The campaign has been warmly received across fashion communities, with many praising Abrams’ fit with the Chanel aesthetic. Fans described the imagery as youthful, chic, and unmistakably luxurious, with several noting her classic beauty feels reminiscent of Chanel’s memorable fragrance campaigns from previous decades.
Coco Mademoiselle remains one of the world’s best-selling luxury fragrances, and Chanel rarely introduces new editions to the collection. Launching Crush Absolu after a six-year hiatus signals the brand’s confidence in its ability to attract a younger audience while preserving the timeless identity that has defined Coco Mademoiselle for over two decades.