The singer-songwriter embodies the free and magnetic spirit of Crush Absolu, the Maison’s new fragrance dedicated to the euphoria of an irresistible attraction.
Paris awaits a wind capable of subverting the order of things. It is from this tension between rigor and freedom that the new Chanel Beauty campaign dedicated to Coco Mademoiselle takes shape, a cinematic tale of a woman who crosses the city without limiting herself to inhabiting it, transforming it with her presence.
At first everything appears still. The Haussmannian facades outline a monumental Paris, the street lamps barely illuminate the deserted streets and the wet cobblestones reflect the slow passage of a car. Even the protagonist seems to belong to this universe governed by appearances. She is dressed, adorned with meters of fabric, with her eyes touched by powder. Yet, behind that perfect construction, something is already about to change.
When the wind arrives, it brings with it fabrics, ornaments and customs. The car transforms into an open and empty cage, while along the road only the objects of a now outdated femininity remain. Coco retains the perfume, the only element she seems to really need.
Free from all constraints, she runs towards the city. The legs and face are naked, the short hair has a garçonne allure, the white dress contrasts with the intensity of the dark gaze. His image becomes essential, almost absolute. It has no keys, maps or programs and this is why it advances so rapidly. The path doesn’t exist yet, you have to create it under your feet.
The campaign thus returns the most authentic essence of Coco Mademoiselle. Not a woman who patiently learns the rules, but an instinctive figure who experiments, dares and lets herself fall knowing she can always find her own balance.
Gracie Abrams is the new face of Coco Mademoiselle
Embodying this new idea of Coco Mademoiselle is Gracie Abrams, an American singer-songwriter chosen by Chanel as the face of Coco Mademoiselle Crush Absolu. With her instinctive sensitivity and a presence that is both delicate and magnetic, the artist represents a woman capable of following her emotions and attracting others into her orbit.
The same force runs through the composition created by Olivier Polge, Parfumeur-Créateur of the Maison. The opening combines the juicy freshness of lychee with the brightness of grapefruit, before revealing a floral heart of rose and jasmine. In the base, patchouli, the olfactory signature of the Coco Mademoiselle line, acquires a more intense sensuality thanks to the amber notes, accompanied by deep nuances of vanilla and vetiver. A fragrance built around the power of attraction, designed to evoke the sudden and irresistible euphoria of love at first sight
