Chanel has officially entered a new era for one of its most iconic fragrances, naming Grammy-nominated singer-songwriter Gracie Abrams as the new face of Coco Mademoiselle. The announcement comes just days after the luxury fashion house introduced Coco Mademoiselle Crush Absolu, the first addition to the fragrance line in six years.
Already a Chanel house ambassador, Abrams now takes center stage as the face of the latest campaign, with the French maison describing her authenticity, confidence, and effortless elegance as a natural reflection of Gabrielle “Coco” Chanel’s enduring spirit.
“It’s unreal to be the new face of Coco Mademoiselle. I feel an immense sense of pride,” Abrams said in a statement. “I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her.”
According to Chanel, Abrams embodies the same free-spirited attitude that defined its founder more than a century ago. The brand drew parallels between the singer and Gabrielle Chanel, highlighting their understated style, confidence, and modern femininity.
Thomas du Pré de Saint Maur, Chanel’s Head of Creative Resources for Fragrance & Beauty, explained the decision behind the appointment.
“Gracie naturally embodies the spirit of Chanel. Like Gabrielle Chanel once did, she asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance,” he said. “There is that liveliness in her, that unfussy refinement, which recalls Coco’s modernity. It is less a matter of silhouette than of attitude.”
The appointment coincides with the launch of Coco Mademoiselle Crush Absolu, a richer interpretation of the beloved fragrance. While retaining the signature notes of sparkling orange and delicate jasmine, the new scent introduces a darker, more intense character designed to offer a deeper, more sensual take on the original fragrance.
The new perfume will officially launch on August 19, arriving ahead of the festive gifting season and marking Chanel’s first expansion of the Coco Mademoiselle fragrance collection since 2020.
By pairing the new fragrance with one of music’s fastest-rising stars, Chanel is also strengthening its connection with a younger generation of fragrance lovers. Abrams’ growing influence, combined with her introspective songwriting and minimalist style, aligns with the house’s vision of timeless elegance expressed through a modern lens.
