Gracie Abrams is stepping into one of Chanel’s most recognisable fragrance roles. The Grammy-nominated singer-songwriter has been named the face of Coco Mademoiselle Crush Absolu, the latest addition to the house’s long-running fragrance line.
Already a Chanel house ambassador, Abrams will front the campaign for Crush Absolu as the brand introduces a more intense interpretation of its signature scent. The appointment marks a new chapter for both the artist and the fragrance, connecting Chanel’s established fragrance heritage with a younger generation of creatives.
Known for her introspective songwriting and understated style, Abrams has built a public image centred on individuality and authenticity. Those qualities are part of what Chanel says made her a natural fit for the role.
Thomas du Pré de Saint Maur, Chanel’s head of creative resources fragrance & beauty, said Abrams embodies the attitude behind the fragrance’s latest chapter, describing her as someone who “asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance.”
Abrams also shared her reaction to the appointment, describing it as a meaningful career milestone.
“It’s unreal to be the new face of Coco Mademoiselle; I feel an immense sense of pride,” Abrams said 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.”
Her appointment coincides with the launch of Coco Mademoiselle Crush Absolu, the first new addition to the fragrance line in six years. Created by Chanel perfumer-creator Olivier Polge, the scent builds on the original Coco Mademoiselle formula with a deeper composition featuring amber, woods and floral notes.
First introduced in 2001, Coco Mademoiselle became one of Chanel’s most recognisable fragrances through its balance of citrus, floral notes and patchouli. Crush Absolu revisits that identity by intensifying its key elements, combining grapefruit and lychee with rose, jasmine, vanilla, vetiver and patchouli for a warmer finish.
The fragrance also arrives in an updated bottle design, with a contrasting label and faceted cap that give the familiar Coco Mademoiselle silhouette a more defined appearance.
With Abrams as the face of Coco Mademoiselle Crush Absolu, Chanel continues the evolution of a fragrance that has remained part of its portfolio for more than two decades while introducing it to a new generation of consumers.
