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.
Inside COCO MADEMOISELLE CRUSH ABSOLU
Created by Chanel's in-house perfumer-creator Olivier Polge, COCO MADEMOISELLE CRUSH ABSOLU is described by Chanel as an ambery fragrance with magnetic intensity. The composition opens with a lychee-grapefruit accord before moving into a floral heart of rose and jasmine.
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The fragrance becomes deeper in the dry-down, with patchouli, vanilla and vetiver contributing to its woody, ambery character. Chanel describes the composition as a more intense expression of the COCO MADEMOISELLE signature, centered on the idea of powerful attraction.
The new campaign reflects that contrast between freshness and intensity. Rather than keeping Abrams in a static beauty setting, the film has her moving through the city and into a café, echoing Chanel's description of its ambassador as a woman who follows her instincts and brings people together through her personality.
NYLON, which covered Abrams' appointment in July and the campaign upon its release, similarly frames the collaboration around the rebellious spirit associated with both the fragrance campaign and Abrams' public persona. Its coverage identifies Crush Absolu as a new addition to the COCO MADEMOISELLE family and highlights the lychee, grapefruit, rose, jasmine and woody-amber notes.
Abrams' Chanel Partnership Keeps Expanding
The new fragrance campaign builds on a relationship between Abrams and Chanel that has developed across fashion, jewelry and now beauty. In October 2024, Vogue described Abrams as a new Chanel ambassador and documented her wearing the house during her tour, while Chanel subsequently featured her in its Spring-Summer 2025 pre-collection campaign.
That pre-collection campaign was created under the artistic direction of Sofia Coppola and photographed by Craig McDean, according to CR Fashion Book's coverage of the project. Abrams was presented as the face of the campaign as well as a new House ambassador, marking a more formal stage in her relationship with Chanel.
The partnership expanded again in January 2026, when Abrams became a face of Chanel's COCO CRUSH fine jewelry collection. ELLE reported on a Chanel event at Los Angeles' Château Marmont celebrating the new jewelry campaign, while Vogue later described Abrams as both a Chanel ambassador and the face of its fine jewelry line.
Now, with COCO MADEMOISELLE CRUSH ABSOLU, Abrams has moved into one of Chanel's most visible beauty categories. The campaign connects her established relationship with the French house to a fragrance built around citrus and floral freshness, a richer ambery base and the freedom to follow an impulse wherever it leads.
