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Gracie Abrams is adding another milestone to an already extraordinary year. Since quickly becoming one of pop’s most compelling singer-songwriters and a red carpet staple, the 26-year-old has been officially announced as the new face of Chanel’s latest fragrance, Coco Mademoiselle Crush Absolu, ushering in a new chapter for one of the House’s most enduring beauty franchises.
The campaign marks a fresh evolution of Coco Mademoiselle, Chanel’s iconic fragrance first created by Jacques Polge in 2001 as an ode to Gabrielle Chanel’s fearless spirit. Now, with in-house perfumer-creator Olivier Polge at the helm, Coco Mademoiselle Crush Absolu deepens that signature with a richer, more enigmatic composition that builds on the familiar to offer something entirely new.
Rather than simply revisiting a classic, Crush Absolu explores tension. Bright grapefruit and lychee open the fragrance before giving way to a heart of rose and jasmine, eventually settling into a warm, lingering base of patchouli, amber, vetiver and vanilla. The result is undeniably magnetic; a scent that balances softness, strength and irreverence.
“What fascinates me about Coco Mademoiselle Crush Absolu is its ability to surprise, to offer a trail that is neither entirely expected nor completely familiar,” says Polge. “Of course, it retains the strong signature of Coco Mademoiselle—its distinctive character. I returned to this structure because I wanted to recreate the same emotions, while introducing a more mysterious dimension.”
That duality is reflected in the campaign’s title itself. As Polge explains: “Crush suggests impact, intensity, but also something instantly captivating. I like the idea that this fragrance has two facets: it is not only sensual in the classic sense, but also direct and intriguing. There is a depth to Coco Mademoiselle Crush Absolu, along with a certain striking spontaneity.”
As someone who embodies those contradictions, Abrams feels like a natural choice. The Grammy-nominated musician has built a devoted following through songs that are deeply confessional yet powerfully assertive, embracing vulnerability without sacrificing conviction. It’s an approach that mirrors Coco Mademoiselle’s own philosophy: beauty rooted in authenticity, freedom and self-definition rather than convention and status quo.
“It’s unreal to be the new face of Coco Mademoiselle; I feel an immense sense of pride,” Abrams said of the appointment. “I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her.”
The partnership also speaks to Chanel’s long tradition of aligning its fragrance ambassadors with women who shape culture in their own way. Like Gabrielle Chanel before her, Abrams has made authenticity a defining part of her creative identity.
“For me, it’s about absolute honesty from the start,” she says. “It’s brave, but it saves time, and it’s so romantic. And to crystallise the moment, I always write down how I feel—like a perfume, capturing a moment in time.”
That sentiment feels particularly apt for Coco Mademoiselle Crush Absolu, which the Maison describes not simply as a fragrance, but as an emotional experience. Built on its history of meticulous perfume-making expertise, from cultivating precious raw materials to the final composition, the scent is designed to leave a lasting impression rather than simply smell beautiful.
Abrams agrees. “I love Crush Absolu because it feels very feminine, but it also has a bit of a masculine hint. That’s what excites me—it’s about containing multitudes, being able to lean into the softer, more introspective parts of yourself, but also leaving an impression no matter what. It’s the push and pull of those notes that I really love.”
In other words, Coco Mademoiselle Crush Absolu isn’t interested in fitting neatly into a single category. Much like the woman who inspired it, it’s at its most compelling when it refuses to be easily defined.
