There is something undeniably magnetic about Gracie Abrams. The singer-songwriter steps into her latest role as the new face of CHANEL’s COCO MADEMOISELLE, embodying a Mademoiselle who follows her instincts, embraces the unexpected and leaves an impression wherever she goes.
For the new COCO MADEMOISELLE CRUSH ABSOLU campaign, Abrams enters a cinematic Paris where convention meets spontaneity. The film follows her transformation from a woman surrounded by the expectations of the city into one who moves freely through it, creating her own path as she goes.
That magnetic energy finds its olfactory expression in COCO MADEMOISELLE CRUSH ABSOLU Eau de Parfum, created by CHANEL In-House Perfumer-Creator Olivier Polge.
A Mademoiselle Who Follows Her Instincts
In the campaign film, directed by Joe Wright with choreography by Sidi Larbi Cherkaoui, Abrams’ Mademoiselle moves through a stylised Paris before finding refuge in a lively café.
The campaign opens with Abrams dressed in a white beaded slip dress with embroidered fringe, her eyes brushed with powder, against a stylised Haussmannian Paris. The city appears caught between yesterday and tomorrow, navigating its conventions while anticipating something new.
Then, she breaks free. As the car moves through deserted streets, fabrics and belongings are left scattered along the road. Abrams emerges in her white dress, its embroidered fringe moving with her as she races towards the unexpected. With neither keys nor a plan, she trusts instinct rather than convention, creating the road beneath her feet.
She eventually enters a lively café, where Art Deco lines reveal themselves against a setting defined by beauty, simplicity, balance and contrast. As she breathes, laughs and settles into the space, her presence begins to transform it.
Soon, people around her begin to move, clap and dance. What starts with one woman becomes a collective celebration as her energy spreads throughout the room. Everyone, as CHANEL puts it, has a crush on Coco Mademoiselle.
The Scent Behind the Attraction
CRUSH ABSOLU retains the recognisable identity of COCO MADEMOISELLE while introducing a more intense dimension. A lychee-grapefruit accord opens the composition with fresh, fruity brightness, followed by a floral heart of rose and jasmine.
At the base, patchouli and ambery notes create a deeper, warmer trail. It is a fitting visual metaphor for CRUSH ABSOLU: one presence enters the room, and everything changes.
The shift is particularly evident when compared with the original COCO MADEMOISELLE Eau de Parfum, whose orange opening and patchouli-vetiver base established its distinctive ambery-woody signature. CRUSH ABSOLU instead surrounds its signature patchouli with amber, bringing greater depth and sensuality.
The result mirrors Abrams’ character in the campaign: familiar yet unexpected, luminous yet sensual—and ultimately magnetic. By the film’s conclusion, Abrams stands atop the gilded bar before diving into the crowd she has inspired, radiating the energy that has transformed the café into a celebration.
With Gracie Abrams as its new face, COCO MADEMOISELLE CRUSH ABSOLU captures attraction as an instinct—something felt before it can be explained.
