Gracie Abrams joins the Chanel girls’ club

Chanel has named Gracie Abrams the égérie of its new Coco Mademoiselle Crush Absolu fragrance, out 19 August. She’s already a house ambassador, where she starred in Chanel’s Spring-Summer 2025 pre-collection campaign and was named a muse for the Coco Crush jewellery line. But, this puts her in the same lineage as Charlotte Casiraghi and Keira Knightley before her, the women who’ve fronted Chanel’s most enduring scent since it launched in 2001.

It’s a big year to be handed that job. Abrams picked up her second Grammy nomination in February, for Best Pop Duo/Group Performance, and closed out 2025 with her first solo arena tour across North America, playing Madison Square Garden and Red Rocks along the way. That’s So True, from The Secret of Us Deluxe, spent five consecutive weeks at Number 1 in the UK and has racked up over 100 million streams.

In her statement, Abrams said being the new face of Coco Mademoiselle feels “unreal,” adding that she loves how the scent’s namesake – Coco Chanel herself – “leaves a mark everywhere she goes.” Chanel’s Thomas du Pré de Saint Maur, Head of Creative Resources for Fragrance & Beauty, put it in similarly grand terms, saying Abrams “asserts herself without artifice,” in the same spirit as Gabrielle Chanel a century earlier.

The new fragrance itself is a reworking of the original Coco Mademoiselle, taking on an amber base with vetiver and vanilla, grapefruit and lychee, rose and jasmine, and patchouli. Shop