Chanel Announces Gracie Abrams as the Face of “Coco Mademoiselle”

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.