BTS: Gracie Abrams: A New Crush for CHANEL

Gracie Abrams: A New Crush for CHANEL

A folk singer, Gracie Abrams stands fittingly in the symbolic lineage of Gabrielle Chanel. One emerged during the Belle Époque in a cabaret in Moulins; the other, last year, at a festival on the East Coast. Between them lies a century and a half of free‑spirited women, cropped hair and all. Their connection, however, goes far beyond appearances.

There’s no denying that Gracie’s silhouette recalls that of the legendary Gabrielle Chanel. They share the same luminous complexion that makes black appear even more absolute. Black like the strands of hair brushing their eyes with black irises. Black, the colour of luxurious simplicity. But even this comparison is too obvious. CHANEL is, by definition, elusive. It exists everywhere but where you expect it, always a few steps ahead.

It is a way of being, a certain audacity. The way Gracie composes her verses mirrors the way Gabrielle Chanel imagined perfumes with character. Chanel walked so Gracie could run: a woman who, in 1921, dared to distill an entirely new scent into the heavy frills of convention, capturing her era’s immense desire for freedom.

This contrast between fiery boldness and absolute elegance evokes a girl who is quick and agile, as refined as she is direct — one that has what used to be called nerve. A blend of iconoclasm, chic, and instinct. Today, Gracie gives it back to CHANEL, embodying its very essence. The blueprint.

A New Crush for Gracie : CHANEL announces the arrival of the GRAMMY®‑nominated singer‑songwriter and House Ambassador Gracie Abrams as the égérie of the new COCO MADEMOISELLE CRUSH ABSOLU fragrance. Her natural elegance and distinctive creativity make her an ideal ambassador for the House, where she now continues her story as COCO MADEMOISELLE.

“Gracie naturally embodies the spirit of CHANEL. Like Gabrielle Chanel once did, she asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance. There is that liveliness in her, that unfussy refinement, which recalls Coco’s modernity. It is less a matter of silhouette than of attitude: Gracie arrives where she is not expected, always in motion, charting her own path.” — Thomas du Pré de Saint Maur

Gracie Abrams’s partnership with CHANEL is more than a campaign. It is a continuation of a lineage of women who embody audacity, elegance, and instinct. Just as Gabrielle Chanel distilled freedom into fragrance, Gracie distills it into song — both charting their own paths, both redefining modernity.