The Grammy-nominated singer-songwriter ushers in a new era for the iconic fragrance with effortless elegance and modern femininity
Singer-songwriter Gracie Abrams has been announced as the new face of CHANEL Coco Mademoiselle, marking a new chapter for one of the world’s most recognisable luxury fragrance collections.
The Grammy-nominated artist and CHANEL House Ambassador now leads the campaign for the new Coco Mademoiselle Eau de Parfum Crush Absolu. Known for her poetic songwriting, understated style and authentic presence, Abrams embodies the independent spirit that has defined Coco Mademoiselle for decades.
A Modern Muse for CHANEL
CHANEL describes Gracie Abrams as a natural choice for the House. Her creativity, confidence and effortless elegance reflect the qualities that have long defined the Coco Mademoiselle woman.
Abrams also sees the appointment as a career milestone.
“It’s unreal to be the new face of Coco Mademoiselle. I feel an immense sense of pride. I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her.”
Her appointment represents a new generation of women who value individuality, creativity and freedom. These qualities continue to shape the identity of the iconic fragrance.
The Spirit of Coco Mademoiselle
Inspired by the legacy of Gabrielle “Coco” Chanel, Coco Mademoiselle has always celebrated women who create their own path rather than follow convention.
According to Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance and Beauty at CHANEL, Abrams perfectly captures that spirit.
He describes her as someone who embodies freedom without artifice, instinctive elegance and a quiet confidence that mirrors the modern vision of Gabrielle Chanel.
Rather than focusing on appearance alone, the House highlights Abrams’ attitude, creativity and authenticity as the qualities that define today’s Coco Mademoiselle woman.
The New Coco Mademoiselle Crush Absolu
The launch of Coco Mademoiselle Crush Absolu introduces a fresh interpretation of the beloved fragrance collection.
The campaign celebrates women who are spontaneous, independent and impossible to define. Like Gabrielle Chanel herself, the Coco Mademoiselle woman embraces mystery, reinvention and confidence while remaining unmistakably elegant.
The fragrance continues CHANEL’s tradition of combining timeless sophistication with contemporary femininity.
A New Chapter for an Icon
From Gabrielle Chanel’s revolutionary vision to Gracie Abrams’ modern voice, the Coco Mademoiselle story continues to evolve with every generation.
As the newest ambassador for the House, Abrams brings a fresh perspective to one of luxury beauty’s most enduring fragrances, proving that confidence, creativity and individuality never go out of style.
Coco Mademoiselle
DEFINITION: a double name that embodies the dual facets of a woman: inspiring and spontaneous, independent and captivating. Free, she constantly reinvents herself.
SPIRIT: a bold and nonconformist spirit, guided by instinct. Coco Mademoiselle doesn’t follow the rules: she creates them. She moves forward, driven by her spontaneity and her refusal of conventions.
CHARACTER: Coco Mademoiselle is visionary: she imagines what does not yet exist.
DISTINCTIVE TRAIT: elusive, she cultivates her mystery and her freedom, rejecting any label.
VALUES: the freedom to be oneself. She asserts beauty in attitude, strength in delicacy, and discipline in creativity.
LEGACY: Coco Mademoiselle shakes up the codes: she imagines fragrances like dresses, both couture and unexpected.
ICONIC PLACE: Paris
