Set to become everyone’s Crush: meet the new ambassador for Coco Mademoiselle
It isn’t every day that CHANEL appoints a new ‘égérie’, as they put it. But we’re set to see (and hear) a lot more of singer-songwriter Gracie Abrams, ambassador for COCO MADEMOISELLE CRUSH ABSOLU, by Olivier Polge, which launches on 19th August
WORDS: JO FAIRLEY
Six years after CHANEL Coco Mademoiselle L’Eau Privée, a new, ambery spin launches mid-August
‘Égérie’? It translates as ‘muse’. And this gamine folk singer, chosen to represent the new incarnation of COCO MADEMOISELLE, is definitely more than ‘a face’. (Albeit a very expressive one, as some of the promo shots above convey.)
A warm, woody, ambery spin on this global bestseller, we’re going to have to wait till mid-August for a first sniff of COCO MADEMOISELLE CRUSH.
Here’s what CHANEL are sharing, about its structure:
OLFACTORY FAMILY: Intense ambery
MOOD: sensual, captivating, opulent, striking
OLFACTORY SIGNATURE:
Fruity accord (grapefruit-lychee)
Floral accord (rose-jasmine)
Woody ambery accord (patchouli)
While we wait to discover it #IRL, what we know for now is why CHANEL chose Gracie Abrams to follow in the footsteps of previous ambassadors Anouck Lepère, Kate Moss, Keira Knightley and, most recently, Whitney Peak. ‘Gracie naturally embodies the spirit of CHANEL. Like Gabrielle Chanel once did, she asserts herself without artifice, driven by a fierce sense of freedom and an instinctive elegance. There is that liveliness in her, that unfussy refinement, which recalls Coco’s modernity. It is less a matter of silhouette than of attitude. Gracie arrives where she is not expected, always in motion, charting her own path,’ says Thomas du Pré de Saint Maur, CHANEL’s Head of Creative Resources Fragrance & Beauty.
As CHANEL put it: ‘A folk singer, Gracie Abrams stands fittingly in the symbolic lineage of Gabrielle Chanel. One emerged during the Belle Époque in a cabaret in Moulins; the other, last year, at a festival in America. Between the two lies a century and a half of free-spirited women. There’s no denying that Gracie’s silhouette recalls that of the legendary Gabrielle Chanel. They share the same luminous complexion that makes black appear even more absolute. Black like the strands of hair brushing their eyes with black irises… Gabrielle Chanel imagined perfumes with character, a woman, who in 1921, dared to introduce an entirely new scent, capturing her era’s immense desire for freedom. This contrast between fiery boldness and absolute elegance evokes a girl who is quick and agile, as refined as she is direct. Today, Gracie embodies this very essence.’
Our nostrils are a-twitch.
And if you’d also like to be among the first to smell it? Click here