Gracie Abrams stars in Chanel's Coco Mademoiselle Crush Absolu campaign directed by Joe Wright

Chanel Beauty has unveiled a new fragrance, Coco Mademoiselle: Crush Absolu, with a campaign film starring singer Gracie Abrams and directed by British filmmaker Joe Wright, known for Pride & Prejudice, Atonement, and Anna Karenina. The film depicts Abrams fleeing paparazzi in Paris, then galvanizing café patrons into a dance routine, capturing the fragrance's exuberant, nighttime aura. The scent, created by in-house perfumer Olivier Polge, opens with grapefruit and lychee, settling into rose, jasmine, and potent patchouli, described by Polge as 'full of character' with sensual, powerful nature. Abrams, already globally famous, expressed pride in representing Coco Mademoiselle, noting her admiration for Coco Chanel's impact. The campaign marks a new era for the house, following iconic ads like Baz Luhrmann's Chanel No. 5 with Nicole Kidman and Keira Knightley's Coco Mademoiselle spots. The article, written by Mary Cleary, a contributing editor at Wallpaper*, highlights the significance of Chanel's celebrity campaigns as cultural touchstones.