Diamonds may be forever, but who’s to say that other gems can’t glimmer just as much? As we relish the start of a new year, so too does CHANEL with the release of the 2025 COCO CRUSH collection. Though few know of the fact, red has always had a special place in Coco Chanel’s heart. In her eyes, the warm colour symbolised life itself therefore it was only natural for the Maison to integrate the hue in this year’s collection as a symbol of tradition and vitality.
A modern icon reborn, the 2025 COCO CRUSH reaffirms CHANEL’s unwavering mark in the world of luxury. Due to its timeless glamour, the former COCO CRUSH models have been adored by jewellery enthusiasts worldwide. This year, the addition of rubies and fresh motifs that personify the Maison provides a fresh spin to the classic designs. For its ruby-set necklace, for example, CHANEL has opted for a simple structure to support the remarkable gem. At the centre of the slim chain, a single ruby radiates against the 18K beige gold that comprises most of the necklace. Framing said gem is a semi-open quilted “C” whose elaborate design resembles that of the iconic COCO CRUSH ring. The combination of the two warm-toned materials enhances the vintage glamour, which is elegantly presented in a modern way. The ruby necklace is paired with a matching bracelet that, much like the former, features a stellar ruby and quilted design, only this time highlighting a closed quilted ring as its frame.
Since its inception, the COCO CRUSH ring has become an iconic piece of jewellery for CHANEL’s clientele. For this year’s take, the Maison has chosen to garnish the quilted ring with precious diamonds of varying diameters. Using an intricate pavé method, the diamonds glisten across the surface diagonally, further intensifying the unique motif of the COCO CRUSH ring. The same technique has been adopted for some of the Maison’s latest bracelets, whilst its mini version mimics the horizontal diamond setting of the single earring. Naturally, fully diamond-studded COCO CRUSH rings and bracelets are also available for special occasions.
Amongst the selection of pieces, the memorable design of the COCO earrings would unquestionably appeal to the crème de la crème of society. Clinging to the 18K beige gold hoop is a white gold hoop that circles around a diamond. The use of the letters “C” and “O” as foundations for the design can be seen throughout the collection, be it the single earrings or the necklace. With all the pieces combined, the 2025 COCO CRUSH collection has certainly taken a contemporary approach to revive the late Coco Chanel’s words.
To capture the vitality of the new collection, the Maison once again invites global sensation Jennie to star in its campaign. The South Korean singer is captured donning some of the line’s most enticing jewelleries. As the camera slowly turns to zoom in on her, one is drawn to the glistening gold bracelets and rings stacked perfectly one on top of another. Moving to Jamie XX’s “It’s So Good”, the CHANEL ambassador also flaunts a string of necklaces and bracelets, all of which elevate her effortless glamour.
The remarkable success of the COCO CRUSH jewellery line is just one of the many achievements accomplished by CHANEL. Its original quilted design dates back to 1906 and was an ode to the quilted blankets of Gabrielle Chanel’s lover’s horses, which the designer later used as inspiration for her work. Through great effort and passion, her fashion house has since flourished into one of the leading luxury fashion and jewellery houses known today. The COCO CRUSH line is testament to CHANEL’s enduring appeal and impeccable grasp of every woman’s yearning to wear jewellery freely and express oneself without constraints.
