Gracie Abrams fronts Chanel’s new Coco Crush jewelry campaign
Chanel put Gracie Abrams at the center of Coco Crush, pairing her with JENNIE at the Chateau Marmont to make fine jewelry feel younger, softer and more personal.
Chanel’s Coco Crush campaign film, posted Jan. 13, 2026, placed Gracie Abrams at the center of the house’s latest fine-jewelry push, alongside JENNIE and a cast that included Mona Tougaard, Lulu Tenney, Akon Changkou, Mathilda Gvarliani and Qun Ye. Set at the Chateau Marmont, the film framed Chanel’s jewelry less as static product than as part of a lived-in, celebrity-coded world.
That casting makes sense because Abrams brings exactly the kind of cultural signal luxury houses now chase: soft-confessional pop, Gen Z credibility and an understated public image that reads as intimate rather than ornamental. In Chanel’s hands, that matters. Coco Crush has always traded on the idea of a personal mark, and Abrams gives the line a younger face that feels closer to diary pages than red-carpet spectacle.
Chanel has been building that association for some time. In January 2025, Abrams appeared in the house’s Spring/Summer 2025 pre-collection campaign, photographed by Craig McDean with artistic direction by Sofia Coppola. During that same stretch, several fashion titles called her the new muse for Coco Crush, turning what might have been a one-off appearance into a recurring role in Chanel’s jewelry narrative. By July 3, 2026, W Magazine was already referring to her as Chanel fine jewelry’s ambassador, evidence that the relationship had hardened into a sustained positioning strategy.
The line’s campaign slogan, “Some encounters you wear forever,” sharpens that direction. It links Coco Crush to memory, attachment and a kind of private sentiment that sits neatly beside Chanel’s polished codes. Abrams is a smart vessel for that idea because she does not project the overworked glamour that can make jewelry feel distant. She makes gold seem wearable in the same way a favorite song does: emotionally specific, immediately legible and easy to claim as your own.
That is the real wager behind Chanel’s choice. Abrams may not change the mechanics of fine jewelry, but she does change its temperature. For younger shoppers, that can be enough to make gold feel newly relevant rather than merely more marketable.
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