By now you’ve probably already heard the exciting news that Gracie Abrams is the face of Chanel’s newest fragrance launch. The singer is fronting the latest addition to the Coco Mademoiselle collection of scents with a juice called Crush Absolu. In light of our own massive crush on Gracie, this campaign couldn’t be more perfect. From the first glimpse of the campaign, we could tell the mood, the energy, and the cool-girl vibes are all very Gracie. And once you smell this addictive and sexy perfume, consider our crush officially upgraded to obsession.
The perfume absolutely lives up to its name—created by Chanel in-house perfumer Olivier Polge—Crush Absolu takes the Coco Mademoiselle DNA we know and love and turns it all the way up. The notes of grapefruit and lychee deliver a juicy, bright opening, while vanilla, vetiver, rose, patchouli, and jasmine offer an ambery dry-down. It’s one of those fragrances that leaves an impression but is subtle enough to wear every day and for literally any occasion. Basically, she’s got range!
One spritz and suddenly I have somewhere fabulous to be! Juicy lychee, sexy jasmine and warm vanilla make this the olfactory equivalent of main-character energy.
Let’s talk about this campaign, though, because the visual storytelling, directed by Joe Wright, does an exceptional job of capturing all of this magic. Gracie moves through the rain-slicked and dreamy streets of Paris as she chases whatever comes next. She finds herself in a lively café and literally dances her cares away. The imagery feels especially spot-on for an artist whose own next chapter is unfolding in real time. After years of EPs, albums, tours, and increasingly bigger stages, Gracie is stepping into a new era: acting. The “That’s So True” singer has been cast in the upcoming A24 film Please, and she’s certainly showing off her drama skills in this Chanel campaign.
All of that forward momentum made us especially curious about the Gracie we’re meeting right now. She has opened up to Cosmo in the past about love, vulnerability, and learning to feel at home in her own skin. This time around, we sat down with her to chat about bringing the Coco Mademoiselle Crush Absolu campaign to life, her relationship with fragrance, embracing the unexpected, and the dreams she’s excited to chase next.
You did a very convincing job playing the character in the campaign, running away from something and into a joyful café. Is there anything in your life right now that you’re trying to run away from or wish you could escape?
Actually, no—I feel kind of not attached to anything. Whatever comes comes, and I hope I'm aligned enough to meet it. I feel lucky. I think, weirdly, I feel like I’m running toward some stuff right now, which feels good.
You talk about “attempting” to be an actor, but it looks like you’re already doing it. How does it feel to not only be stepping into your Chanel era but also your movie acting era?
It feels new, and I feel supported by people I really admire on a human level. Everyone I’ve worked with at Chanel has done something so successfully that I don’t understand how, but they make it feel like a familial situation—within this large, iconic house, everything has a warmth to it that makes a daunting campaign feel full of joy and light. Similarly, Helina Reijn (director of Please) is an artist I admire to the ends of the earth. She’s been such a force, and I feel out of my mind excited to be on set with her every day. I’m stoked.
Love to hear it! Let’s get back to the juice. So, would you consider yourself a fragrance girlie?
I’ve never had that many fragrances. I’ve always been more of a signature-scent type. When I smelled Crush Absolu for the first time, I felt relief—like, This is my signature scent now. It feels like the balance between more masculine and feminine notes gives it the capacity to hold all versions of myself. I feel naked if I don’t wear it in the morning, before I go onstage—it’s a security blanket, a reminder of who you are before you step into the outside world.
You’ve mentioned in the past that scent reminds you of places. Where does this one transport you?
The streets of Paris. We shot an amazing night scene just outside Paris proper, with rain machines. At the end of the campaign, the character runs out of the café to greet her next adventure. I’d been in that dress all week, and the fragrance felt like a second skin. It was around 4 a.m., freezing, with rain hitting the pavement. It looked exactly like central Paris, with warm lighting. It was this crazy fantasy where the fragrance felt potent and the rain did, too. A total trip—I’ll always have that association.
What’s the vibe this fragrance gives you?
I got lucky that my introduction to this fragrance was on set, becoming a character whose identity is rooted in self-knowledge with the freedom to explore any room, running toward whatever makes her feel most alive. Before we shot each day, I’d apply the perfume, put on the Chanel dress, and feel like this woman I’ve tried to infuse into my personal life since we shot the campaign. I’m a bit of a Virgo. I like plans, I like being meticulous, and there’s a spontaneity to this character that I’m learning from. When I apply Crush Absolu, it’s a reminder that it’s okay to walk away from things that don’t feel like me and get closer to people and places that do align with what makes me feel electrified.
And finally, you’re such a dope singer-songwriter—is there a song that best encapsulates how Coco Mademoiselle Crush Absolu makes you feel?
We had a Nina Simone song on set of the campaign every day: “See-Line Woman.” There’s a bounce to it, and it matched the dress, which had embroidered fringe. That song was on repeat for me the whole week, so it reminds me of that.
This interview has been edited and condensed for clarity.
Julee Wilson is Beauty Editor at Large at Cosmopolitan. Previously, Julee was Beauty Director at Cosmo and Global Beauty Director at Essence and has held various editorial positions at Huffington Post and Real Simple. She counts herself lucky AF that she gets to play with beauty products for a living and tell dope stories. And if you’re as obsessed with beauty as she is, make sure to follow her on Instagram for plenty of product recs, natural hair inspo, skincare testing, and Black girl magic shenanigans.
