The Grammy-nominated singer fronts a new ambery intense eau de parfum by Olivier Polge in a Joe Wright-directed film, timed to her acting debut in A24’s “Please.”
Chanel has named Gracie Abrams the face of Coco Mademoiselle Crush Absolu, a new ambery intense eau de parfum by in-house perfumer Olivier Polge, in the house’s latest bid to push its 25-year-old fragrance pillar toward a younger consumer.
The fragrance is the newest addition to the Coco Mademoiselle line, the pillar Jacques Polge created in 2001, and his son and successor has developed since. Chanel describes Crush Absolu as opening with grapefruit and lychee and drying down to an ambery blend of vanilla, vetiver, rose, patchouli and jasmine. It is priced at $195 and available now on chanel.com.
The campaign film, directed by Joe Wright, follows Abrams through rain-slicked Paris streets into a lively café, where she dances before running out to greet her next adventure. The night scenes were shot just outside Paris proper with rain machines at around 4 a.m., the singer said. “It looked exactly like central Paris, with warm lighting,” she told Cosmopolitan in an interview published alongside the campaign. “It was this crazy fantasy where the fragrance felt potent and the rain did, too.”
The Crush Absolu rollout marks the first time Abrams fronts the fragrance franchise itself, confirming a WWD report in January that Chanel had named her a muse of Coco Crush, its fine jewelry line, and cast her alongside Jennie in the “Hide & Seek” campaign film at the Chateau Marmont. She was named the new face of Coco Mademoiselle in July, a role Keira Knightley has held since 2007, with Whitney Peak fronting a 2023 campaign. The casting extends a run of music talent Chanel has pulled across its beauty business: Jung Kook was named global ambassador for fragrances and beauty, and Jennie fronts the house’s fine jewelry campaigns.
For Abrams, the fragrance duties overlap with an acting pivot. The daughter of filmmaker J.J. Abrams and producer Katie McGrath, she is set to make her feature debut in “Please,” the A24 film written and directed by Halina Reijn that was announced in January. In the Cosmopolitan interview, Abrams described Chanel’s creative team as making “a daunting campaign feel full of joy and light,” and called Reijn “an artist I admire to the ends of the earth.”
The scent itself, she said, became a daily ritual on set. Abrams called herself “more of a signature-scent type” who has “never had that many fragrances,” and said that on first smelling Crush Absolu, “I felt relief — like, ‘This is my signature scent now.'” She described the balance of masculine and feminine notes as giving it “the capacity to hold all versions of myself,” and said she feels “naked” if she skips it before going onstage: “It’s a security blanket, a reminder of who you are before you step into the outside world.”
The campaign’s heroine — a character Abrams said is “rooted in self-knowledge with the freedom to explore any room” — became a template she has tried to carry into her own life. “I’m a bit of a Virgo. I like plans, I like being meticulous, and there’s a spontaneity to this character that I’m learning from,” she said. “When I apply Crush Absolu, it’s a reminder that it’s okay to walk away from things that don’t feel like me and get closer to people and places that do align with what makes me feel electrified.” Nina Simone’s “See-Line Woman” played on set every day of the shoot, she added, its bounce matching the dress she wore all week, which had embroidered fringe.
The playbook is familiar for Chanel’s fragrance division: attach a culturally current face to the house’s most commercial pillar and let the campaign do double duty as brand storytelling and talent development. For Abrams, the film is effectively a screen test ahead of “Please,” giving Chanel a stake in her next chapter before A24’s cameras roll — the kind of bet that pays off fastest in fragrance, the most accessible entry point in luxury.
The campaign lands as Abrams’ own momentum peaks. “The Secret of Us,” her sophomore album, produced “That’s So True,” her highest-charting single, and she opened select dates of Taylor Swift‘s Eras Tour. “Please” is in pre-production with Reijn’s Man Up banner producing. Chanel has already locked in Abrams across two categories — bijoux and fragrance — before her feature debut has even been released.
Images Courtesy of Chanel
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