Chanel is officially entering its Gracie era. The French Maison has just announced that the singer-songwriter Gracie Abrams is the new muse for its Coco Crush fine jewellery collection. After years of being a friend of the House, the American artist steps into this global role, joining the ranks of stars like Jennie Kim to represent Chanel’s modern legacy and timeless aura.
Since its debut in 2015, the collection has been defined by its sculptural, quilted motif, a direct tribute to the equestrian-inspired pattern Gabrielle Chanel first introduced in 1955. A decade later, the spirit of Coco Crush stays intact through profiles that represent today’s zeitgeist. With Matthieu Blazy at the helm, the Maison keeps looking for new talent to align their vision globally.
The choice of Abrams marks a natural evolution, as her quietly cool and emotionally authentic aesthetic mirrors the spirit of the collection. By blending her understated style with the collection’s 18k yellow, white, and proprietary beige gold pieces, Gracie Abrams highlights the jewellery’s intended versatility, showcasing how these luxury pieces are designed to be layered, stacked, and personal to the wearer.
Looking ahead, this partnership celebrates a fresh chapter for the collection that emphasises movement through supple designs, including articulated chokers and cuffs that move like a second skin. The official global campaign is set to debut on January 13, featuring Gracie in pieces that prioritise comfort without sacrificing elegance.