Chanel’s Coco Crush Turns Supple and Shines a Light on Gracie Abrams

PARIS — Chanel is opening a new chapter for Coco Crush, its bestselling fine jewelry line, with designs that move more freely and f...

PARIS — Chanel is opening a new chapter for Coco Crush, its bestselling fine jewelry line, with designs that move more freely and feel closer to the body. To mark the moment, the French house taps Gracie Abrams as a new face of the campaign, alongside longtime ambassador Jennie Kim of Blackpink.

Launched in 2015, Coco Crush has built its identity around Chanel’s signature quilting motif, translated into gold. As the collection enters its second decade, the focus shifts to suppleness. These new pieces bend, flex, and follow the body, without losing the graphic precision that defines the line.

Abrams appears in the campaign wearing one of the standout additions: a quilted choker in beige gold. At first glance, it reads as sculptural and precise. Up close, it behaves more like fabric. The articulated construction opens and closes as it wraps the neck, with a sliding clasp that allows it to sit snugly, almost like a second skin. The effect is polished but effortless, in line with Chanel’s long-standing idea of comfort as luxury.

The wider collection expands on that same idea. Alongside the choker are short necklaces, transformable earrings, rings designed for stacking, articulated ear cuffs, pendants, and a wide cuff bracelet. Metals include white gold, yellow gold, and Chanel’s proprietary beige gold, keeping the palette tight and recognizable.

One of the most striking returns is the wide cuff. Originally sketched in 2012 and refined for the 2015 launch, it’s been reworked with improved ergonomics. The proportions are generous, the quilting softly rounded, and the fit noticeably more fluid. It’s a piece that speaks to Coco Crush’s evolution from a niche offering into a cornerstone of Chanel fine jewelry.

Visually, the campaign leans into contrast: strong silhouettes paired with soft movement, polished gold against bare skin, graphic lines that still feel wearable. Abrams’ presence adds a quiet, modern edge. She doesn’t overpower the jewelry; she lets it move, flex, and speak for itself.

With this launch, Chanel isn’t reinventing Coco Crush. Instead, it’s refining what made the line resonate in the first place, then pushing it further. The result is jewelry that looks structured, feels comfortable, and wears like it belongs to the person, not the display case.

Abrams’ first Coco Crush campaign goes live January 13.