Gracie Abrams is running through Paris, dancing in the rain and following her instincts in Chanel's newly released campaign for COCO MADEMOISELLE CRUSH ABSOLU, the latest fragrance addition to the house's COCO MADEMOISELLE collection. Chanel has named Abrams the face of the new scent, positioning the singer-songwriter at the center of a campaign built around spontaneity, freedom and attraction.
The campaign film, directed by filmmaker Joe Wright, follows Abrams as she moves through rain-soaked Paris before arriving at Café Mademoiselle. According to ELLE, the project also marks Abrams' first acting role in a commercial, giving her an opportunity to interpret a character rather than simply appear in a traditional fragrance advertisement.
For Abrams, the role was connected to Chanel's history of cinematic fragrance campaigns. Speaking to ELLE, she recalled watching Keira Knightley's Chanel commercial while growing up and said she researched Knightley's work with the house while preparing for the character.
