Chanel Announces Gracie Abrams as the Face of "Coco Mademoiselle"
The brand says Abrams embodies the exact essence of Coco Chanel.
Gracie Abrams is officially the face of Chanel‘s “Coco Mademoiselle,” fronting the fragrance‘s latest iteration, “Crush Absolu.” The Grammy-nominated singer-songwriter is already a house ambassador, but now steps into the role as a result of her boldness and elegance — which Chanel says is a perfect match for its new era of scent.
“It’s unreal to be the new face of ‘Coco Mademoiselle,’ I feel an immense sense of pride,” Abrams says in a press release. “I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her.” Thomas du Pré de Saint Maur, Chanel’s head of creative resources fragrance & beauty, cites Abrams’ attitude as the driving factor of the new partnership, “Like Gabrielle Chanel once did, [Abrams] asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance.”
Chanel emphasizes that principle in the fragrance itself: “Crush Absolu” keeps the orange and jasmine of “Coco Mademoiselle,” while adding a darker, more intense touch built for the timeless Chanel woman. Now, with Abrams as the face of the perfume, Chanel is expanding its scent universe for the younger audience.
In other news, Ariana Grande has launched “Cloud Aurora.”
