There is something quietly rebellious about Gracie Abrams.
She does not need to shout to command attention. Instead, the GRAMMY®-nominated singer-songwriter has built her world through intimate lyrics, unguarded emotions, and the kind of honesty that makes a crowded arena feel strangely personal. Now, that distinctive sensibility finds a new expression as CHANEL announces Gracie Abrams as the face of the new COCO MADEMOISELLE CRUSH ABSOLU fragrance.
It is a fitting union. After all, COCO MADEMOISELLE has never been about simply following the rules. Defined by spontaneity, independence, instinct, and a refusal to be confined by convention, she is a woman who creates her own path—and perhaps more importantly, leaves her mark while doing so.
That idea feels especially close to Gracie. In the press release, she describes the appointment as ‘unreal’, expressing her pride in becoming the new face of COCO MADEMOISELLE. She is particularly drawn to Coco as someone who ‘leaves a mark everywhere she goes’—a quality she admits she sometimes wishes she could embody even more herself.
Yet perhaps she already does.
There is a certain freedom in the way Gracie moves through her artistry. Her songs may be filled with confessions, heartbreak, and the beautifully messy business of being human, but they are never dressed up as something they are not. That unfiltered instinct echoes the spirit CHANEL sees in her: an elegance without artifice, a fierce sense of freedom, and a refinement that feels effortless rather than imposed.
As Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance and Beauty, puts it, Gracie’s connection to the House is less about silhouette than attitude. She arrives where she is not expected, remains in motion, and charts her own path.
There is, of course, a beautiful parallel between Gracie and Gabrielle Chanel herself. Separated by generations, both women belong to a lineage of free spirits who understand that creativity is not merely about making something beautiful—it is about having the nerve to make something new. The press release frames this connection through audacity, instinct, and character: the way Gracie composes her verses reflecting the same independent spirit with which Gabrielle Chanel imagined fragrances.
With COCO MADEMOISELLE CRUSH ABSOLU, Gracie Abrams becomes more than a face for a fragrance. She becomes part of its story: spontaneous, captivating, elusive, and entirely her own.
A new crush, indeed. And one we have absolutely fallen for.
