Beauty

CHANEL has named Gracie Abrams, the GRAMMY-nominated singer-songwriter and long-standing House Ambassador, as the egerie of its newest fragrance, COCO MADEMOISELLE CRUSH ABSOLU, continuing a lineage of women chosen not simply for how they look but for how closely their spirit maps onto Gabrielle Chanel’s own. The comparison is easy to make on the surface, given the dark cropped hair and deep-set eyes Abrams shares with the House’s founder, but CHANEL has been careful to point out that the resemblance is one of attitude rather than appearance, a shared refusal to be predictable that has defined Coco Mademoiselle since it first challenged the frills of 1920s convention with something unapologetically new.

Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance and Beauty, describes Abrams as someone who asserts herself without artifice, carrying a liveliness and an unfussy refinement that recall the modernity Chanel herself embodied, and who arrives, much like her predecessor did, precisely where she is least expected. For Abrams, the honour is not lost in translation to marketing language. “It’s unreal to be the new face of Coco Mademoiselle,” she has said, admitting that she sometimes wishes she could be more like the woman the fragrance was named for, a woman whose mark, in her words, seems to linger wherever she goes.

The pairing arrives as COCO MADEMOISELLE CRUSH ABSOLU prepares to join the House’s most iconic fragrance family, one built on the same premise Abrams now represents: freedom as a value, mystery as a form of elegance, and a refusal to be confined to any single label.

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Images: Supplied & Feature Image: Supplied