Chanel has named singer Gracie Abrams the face of its new fragrance Coco Mademoiselle Crush Absolu.
The Grammy-nominated artist will front the newest scent addition to the luxury house’s Coco Mademoiselle collection via a new campaign.
Set to launch in August, Coco Mademoiselle Crush Absolu is the first new addition to Chanel’s Coco Mademoiselle fragrance franchise in six years.
Abrams is a 26-year-old singer-songwriter known for hits such as ‘I miss you, I’m sorry’, ‘That’s so true’ and ‘Hit the wall’.
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"Gracie naturally embodies the spirit of Chanel,” said Thomas du Pré de Saint Maur, Head of Creative Resources Fragrance & Beauty at Chanel.
“Like Gabrielle Chanel once did, she asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance.
“There is that liveliness in her, that unfussy refinement, which recalls Coco’s modernity.
“It is less a matter of silhouette than of attitude.
“Gracie arrives where she is not expected, always in motion, charting her own path.”
Chanel's Coco Mademoiselle Crush Absolu
Chanel’s Coco Mademoiselle Crush Absolu is an ambery composition that is complemented with vetiver, vanilla, grapefruit and lychee.
Sensuality is added via rose and jasmine, while patchouli adds depth.
The fragrance has been developed by Chanel’s in-house perfumer Olivier Polge.
Commenting on the partnership, Abrams said "it is unreal” to be the new face of Coco Mademoiselle.
She added: “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.”
Abrams follows in the footsteps of actress Whitney Peak, who was named the face of Coco Mademoiselle in 2023 – Chanel’s first-ever black fragrance ambassador.
Other A-list Chanel ambassadors include actress Margot Robbie, who fronted Chanel N°5, and actress Keira Knightley, who was a long-standing face of Coco Mademoiselle.
Earlier this year, Wuthering Heights actor Jacob Elordi was appointed the new Bleu De Chanel fragrance ambassador.
Chanel’s Coco Mademoiselle Crush Absolu launches on 19 August and costs £117 for 50ml and £160 for 100ml.
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