Chanel Names Singer Gracie Abrams as Face of New Fragrance

The Grammy-nominated folk singer-songwriter Gracie Abrams has been named the new face of Chanel's latest fragrance campaign. According to the French luxury house, Abrams "stands fittingly in the symbolic lineage" of its legendary founder, Gabrielle Chanel.

"One emerged during the Belle Époque in a cabaret in Moulins; the other, last year, during The Secret of Us Deluxe Tour in America," the brand said in a statement. "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, the color of luxurious simplicity."

Chanel emphasized that Abrams embodies the very essence of the fragrances envisioned by Gabrielle Chanel, defined by an innovative outlook and bold spirit.

Thomas du Pré de Saint Maur, Chanel's head of creative resources for fragrance and beauty, praised the partnership. "Gracie naturally embodies the spirit of Chanel," he said. "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."

The announcement follows the luxury house's reveal of Chanel Expands Coco Mademoiselle Franchise With Crush Absolu Fragrance, marking the first new addition to the iconic franchise in six years. The scent is scheduled to launch on August 19, positioning it perfectly for the upcoming holiday gifting season.