Chanel has officially announced that Gracie Abrams will helm the Coco Crush fine jewelry campaign as its newest muse. After years as a close friend of the Maison, the American singer-songwriter now steps into a major worldwide role. She stands alongside global icons like Blackpink’s Jennie Kim to represent the brand’s enduring elegance and modern sensibility.
A New Muse for the House of Chanel
Born and raised in Los Angeles, Gracie Abrams has quickly become a voice of her generation. While she is known as the daughter of filmmaker J.J. Abrams—the director behind top-grossing blockbusters—Gracie has carved her own path in the music industry with her emotive songwriting and sold-out tours. Her transition from music rising star to high-fashion muse marks a significant evolution in her career.
See Also: This isn’t the first time the Maison has tapped cinematic talent; check out our archive on Keira Knightley’s history with Chanel.
The Legacy of the Quilted Motif
Since its debut in 2015, the Coco Crush collection has taken inspiration from Chanel’s iconic quilted pattern. Originally created by Gabrielle Chanel in 1955 to marry comfort with elegance, the motif has become a symbol of the house.
The jewelry range adapts that equestrian influence into sculpted pieces crafted in 18K yellow gold, white gold, and the brand’s proprietary beige gold. The collection offers versatility for the modern wearer, featuring designs that range from clean, plain metal to dazzling diamond accents.
A Star-Studded Campaign at the Chateau Marmont
To debut the Coco Crush campaign, the French Maison turned the Marmont into a fun, immersive set featuring ambassadors Jennie and Gracie Abrams alongside Mona Tougaard, Lulu Tenney, Akon Changkou, Mathilda Gvarliani and Qun Ye, which can be seen below.
See the complete Coco Crush Encounters collection on the Maison’s website
