There are few beauty campaigns as instantly recognisable as COCO MADEMOISELLE. More than a fragrance, it has long represented a particular attitude – one defined by confidence, independence and an effortless sense of freedom. Now, CHANEL has revealed that Grammy-nominated singer-songwriter Gracie Abrams is the new face of its iconic fragrance, ushering in a fresh chapter for one of beauty’s most celebrated creations.
“It’s unreal to be the new face of COCO MADEMOISELLE,” says Abrams. “I feel an immense sense of pride. I love that Coco is someone who leaves a mark everywhere she goes. Sometimes, I wish I could be more like her.”
For Abrams, the appointment marks the next evolution of a relationship that has grown steadily with the House. After becoming a CHANEL ambassador, appearing in the Spring-Summer 2025 Pre-Collection campaign and serving as a muse for the COCO CRUSH jewellery collection, she now steps into one of the brand’s most prestigious roles as the égérie of COCO MADEMOISELLE.
It’s a partnership that feels instinctive. Since her debut in 2019, Abrams has become one of music’s defining voices, building a devoted global audience through emotionally honest songwriting and understated confidence rather than spectacle. Her rise echoes the qualities CHANEL has long celebrated: authenticity, independence and the courage to follow an individual path.
CHANEL itself draws a poetic connection between Abrams and Gabrielle Chanel. One found her voice in the cabarets of Belle Époque France, the other on stages around the world during The Secret of Us tour. Separated by more than a century, both represent women who have forged their own identities through creativity, conviction and an unwavering sense of freedom.
As Thomas du Pré de Saint Maur, Head of Creative Resources for Fragrance & Beauty, explains: “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… It is less a matter of silhouette than of attitude. Gracie arrives where she is not expected, always in motion, charting her own path.”
The announcement coincides with the arrival of COCO MADEMOISELLE CRUSH ABSOLU, a bold new interpretation of the House’s signature fragrance. Created by Olivier Polge, the composition deepens the original’s unmistakable identity with vibrant grapefruit and lychee, elegant rose and jasmine, before unfolding into an intense trail of patchouli, vanilla and vetiver.
Launching on 19 August 2026, it offers a richer, more magnetic expression of the COCO MADEMOISELLE spirit.
Together, the campaign and the fragrance introduce a new generation to one of CHANEL Beauty’s most enduring icons. With Gracie Abrams at its centre, COCO MADEMOISELLE continues to evolve while remaining rooted in the qualities that have defined it for decades: confidence, individuality and the freedom to leave an unforgettable impression.
