Bathed in light, movement and reflections, the campaign brings the Maison’s fine jewelry into a fresh, intimate and contemporary dimension.
Set against the luminous backdrop of a swimming pool, the new COCO CRUSH campaign captures jewelry in a moment of ease. Water, skin and sunlight become part of the visual language, creating an atmosphere that feels spontaneous yet refined. The result is a portrait of luxury that is less formal, more personal, and deeply connected to everyday life.
At the heart of COCO CRUSH is the matelassé motif, one of CHANEL’s most recognizable codes. Reimagined through sculptural lines, rounded edges and precious surfaces, the motif becomes a symbol of balance: graphic yet soft, iconic yet modern.
For Gracie Abrams, this duality is central to the spirit of the collection. “What inspires me is the sense of continuity. There’s something about it that feels really grounded in Chanel’s history, but at the same time it’s fresh and very alive.” Speaking about the matelassé, she adds: “To me, the matelassé is all about balance. Its structured lines and softer, rounded edges paired together create a contrast that I feel very drawn to.”
The campaign also highlights the effortless versatility of COCO CRUSH. These are pieces designed not only to be admired, but to be lived in, layered, mixed and made personal. Abrams describes her relationship with the collection in instinctive terms: “These pieces practically never come off me day to day… They’re so comfortable and therefore playful and you really can make them your own. Stacking, mixing and matching, all the things.”
That sense of freedom runs throughout the campaign. Whether worn for a performance or as part of an everyday look, COCO CRUSH becomes an extension of the self. As Abrams puts it, “It honestly just depends on my mood and whether it’s for a performance or just my everyday look. I wear them like a second skin either way.”
Alongside Abrams, Mona Tougaard brings a magnetic and contemporary presence to the campaign. Together, they embody two complementary ways of interpreting COCO CRUSH: as a statement of modern elegance and as a deeply personal expression of style.
For Abrams, fine jewelry is also tied to memory and time. “With fine jewelry, I’m really drawn to timeless pieces that can grow with you over time and that inevitably end up holding core memories.” She continues: “There’s a glamour to Chanel fine jewelry, but even still, they feel like pieces you’d never want to take off because they become a part of you as soon as you put them on.”
With this new campaign, CHANEL renews the story of COCO CRUSH through a language of light, water and natural elegance. Rooted in the heritage of the Maison yet alive in the present, the collection confirms its identity as jewelry to be worn, layered, remembered and made one’s own.
