Regarded as the face of modern-day luxury, CHANEL COCO CRUSH has taken a life of its own since its first debut in 2015. Created at the CHANEL Fine Jewelry Creation Studio, the original collection was created as an ode to founder Gabrielle Chanel, whose 2.55 bag had the similar quilted pattern COCO CRUSH has today. To ring in the New Year, the Maison surprises the world with a new supple take on the COCO CRUSH collection in addition to a star-studded film campaign entitled, “Hide and Seek.”
The “Hide and Seek” campaign takes on a sense of adventure that comes from discovering, or rediscovering, hidden gems. To bring this vision to life, CHANEL put its trust on director Gordon Von Steiner, who orchestrated a thrilling film campaign that suits the arrival of a new year. The campaign features singers Gracie Abrams and Jennie. As Gracie, the hider, treads the Chateau Marmont, the ravishing new COCO CRUSH vividly glistens against her skin. Clad with her own stack of CHANEL Fine Jewelry, the seeker Jennie uses her sharp senses to find Gracie. Joining in on the fun is a statuesque cast comprised of models Mona Tougaard, Lulu Tenney, Mathilda Gvarliani, Akon Changkou, and Qun Ye. As they run through the halls, each turn takes the ladies to unknown rooms that further electrifies the chase.
The stirring film campaign embodies the unforgettable experience of discovering something new, which may well be in line with unboxing a new set of COCO CRUSH in 2026. The campaign is paired with a set of powerful stills that provide a closer look to each jewelry piece. Like her role in “Hide and Seek,” Jennie looks as if she has found Gracie’s hiding spot, her sharp gaze enhancing the delicate 18K beige gold COCO CRUSH short supple necklace gracefully sitting just above her collarbones.
In contrast, Gracie dons the yellow gold COCO CRUSH short supple choker that stuns with her black outfit. While different in flair, both necklace and choker can easily elevate any attire in their 18K beige gold, yellow gold, or white gold and diamonds form. Naturally, the new collection also retains the COCO CRUSH necklace in varying types of gold that have been perfectly moulded for everyday wear.
With her signature tresses tucked behind her ears, Gracie’s powerful side-profile reveals a two-piece earring in 18K beige gold and diamond-set white gold. Its addition to the collection balances the classic COCO CRUSH earring as well as another breathtaking piece. Named the COCO CRUSH transformable supple earrings, CHANEL’s latest diamond-studded earrings can easily morph into a stunning mix between COCO CRUSH earrings and drop earrings. Much like the remainder of the collection, the stellar invention proves the CHANEL artisan’s dexterity and keen attention to detail.
Further exhibiting the line’s elements, the bold COCO CRUSH cuff provides a better view of the hypnotising creases that form the quilted motif. While it is made of 18K gold, both its silhouette and motif offer an entirely different picture—too supple to be precious metal yet too strong to be fabric. Its enlarged character contradicts that of the slimmer yet still refined COCO CRUSH bracelet as well as the dainty COCO ring. Akin to the “Hide and Seek” film campaign, CHANEL’s attempt at adding suppleness to its Fine Jewelry reaches a depth and artistry like no other.
