Executive Overview
Gracie Abrams has long understood that the human experience is deeply rooted in sensory details. In her critically acclaimed song “Better,” the Grammy-nominated singer-songwriter encapsulates intimacy through a fleeting olfactory detail: "Foot off the pedal. Same shirt and perfume on." For Abrams, aroma is not merely a background note; it is a primary vehicle for emotional resonance, a tangible anchor used to pull both herself and her listeners back into defining moments of the past.
Now, Abrams is expanding her relationship with fragrance beyond the recording studio. Stepping into a high-profile global role, she serves as the new official spokesmodel for Coco Mademoiselle Crush Absolu. This landmark partnership also marks a significant professional evolution for the artist, who makes her pseudo-acting debut in a cinematic campaign ad directed by celebrated filmmaker Joe Wright. Featuring Abrams running through pouring rain, dancing, and bodysurfing in a vibrant French café—all while effortlessly sporting a sharp, immaculate bob—the campaign showcases a side of the artist that her fans have never seen before.
Following this high-fashion debut, Abrams is poised to further cross mediums, with an upcoming starring role in an anticipated A24 project directed by Halina Reijn, the visionary mind behind Babygirl. In a wide-ranging, exclusive interview, ELLE sat down with Abrams to discuss the deeply evocative nature of scent, how she maps out memories from childhood nostalgia to first heartbreak, the feminist legacy of Gabrielle "Coco" Chanel, and the liberating art of breaking into spontaneous dance.
Detailed Chronology: From Scent Memories to Cinematic Stardom
The Architecture of Memory: Translating Life Into Olfactory Notes
Long before she graced billboards or sold out concert arenas, Abrams’ perception of the world was profoundly shaped by her sense of smell. When asked about her earliest scent memory, the singer transports herself instantly to the coast of Maine.
"The first thing that comes to mind is rain on pavement in Maine at my grandparents’ old house," Abrams recalls, detailing a vivid tapestry of "rainstorms, dirt, cement, and trees."
As she grew, these localized environmental memories expanded into the comforting markers of domesticity. Asked to identify the scent of home, Abrams points to a subtle yet persistent constancy. "I don’t know what it is, but there is an undeniable childhood home scent that is there whenever I return. It must be detergent. I don’t know what else would be so consistent."
Transitioning into the turbulent emotional landscape of youth, Abrams maps out the polar extremes of romance through aroma. First love, she notes with a mixture of nostalgia and self-awareness, is inextricably linked to contemporary touchstones: "That Le Labo Santal candle comes to mind. Wow! Yikes! Or car smell, like being in the passenger seat of a car."
Conversely, heartbreak strips away the senses entirely, leaving behind a muted, clinical vacuum. "Oh God! I feel like in your first heartbreak, you’re despondent. None of your senses are properly acclimated. I think all I would smell during heartbreak is Kleenex. Stuffy Kleenex."
Perfume as a Narrative Device
This intimate relationship with fragrance naturally bled into Abrams’ songwriting process. To the artist, perfume functions as a vital narrative shorthand.
"Perfume is baked into someone’s identity and the way you know them," she explains. "I remember people by their scent, whether it’s a fragrance-induced situation or otherwise. I always love that detail, and when you’re writing and trying to bring yourself or a stranger back into a moment, it’s one of those senses that feels easy to point to. It’s almost tangible."
Entering the World of Chanel: The Joe Wright Collaboration
When the opportunity arose to represent Coco Mademoiselle Crush Absolu, Abrams found herself stepping into a lineage of powerful cinematic representations, most notably drawing inspiration from Keira Knightley’s iconic historical Chanel campaigns.
"I did grow up watching the [Keira Knightley Chanel ad] at the airport or seeing it online as a superfan," Abrams reflects. "I was in awe of her interpretation of the character. There was such a sensuality and power to the way that she did it. I went through every resource I could find about her time representing Coco."
To bring her own interpretation to life, Abrams collaborated closely with director Joe Wright. Together, they dissected the psyche of the campaign’s central figure—a woman who appears to be constantly moving, escaping, and seeking.
"She’s running toward whatever makes her feel most alive," Abrams says of her character. "She’s running away from anything that doesn’t feel like herself. I think this character has such a strong internal compass and doesn’t want to pretend to be someone that she’s not. If it doesn’t feel right, then this character is like, Okay, great. I’m going to run down the street and find a room that makes me feel in community with like-minded people, makes me feel like I’m learning something, or is just like a thrill. There is a kind of spontaneity about her, paired with a knowing of herself that I find really exciting."
Supporting Context & Metrics: The Evolution of a Brand and an Artist
The Legacy of Gabrielle Chanel
Abrams’ immersion into the brand extended beyond the visual aesthetics of the shoot; she deeply researched the foundational ethos of the house’s founder, Gabrielle "Coco" Chanel. This historical context heavily informed her physical performance in the commercial.
"I felt really moved by the way that Gabrielle Chanel would design for herself," Abrams notes. "She made dynamic designs that allowed her, if she wanted to, to run from one room to the next. Compare that to the clothing that women of that time wore, which so often would require another set of hands to help you get out of something. I thought about the freedom of being in your skin in a way that felt inspiring."
This theme of physical liberation became a literal anchor during production. Abrams reveals that the fragrance itself served as her primary method of character immersion: "When shooting this campaign, every time we were about to go on, it required a spritz. Then I was like, All right, we’re back."
The Anatomy of a Scene: The French Café Sequence
Among the campaign’s standout sequences is a lively, impromptu scene set inside a vintage French café, where Abrams’ character breaks out into dance, culminating in a joyful moment of bodysurfing above an eclectic crowd.
"My favorite day of shooting was the café day," Abrams shares. "There’s such a gorgeous, eclectic group of people, and the spontaneity of breaking out into dance happens because there is an openness and curiosity about each other’s experiences and feelings. That alchemy resulted in a great, big, beautiful ‘hang’… Leaning into that felt really important for character development. There was this freshness and alive energy that I felt on set that I hope cuts through the campaign itself."
Official Statements & Industry Impact
The partnership between Gracie Abrams and Chanel Beauty represents a calculated intersection of contemporary music culture and heritage luxury branding. Industry analysts note that selecting Abrams—an artist whose core demographic spans passionate Gen-Z and millennial listeners—bridges the gap between classic French perfumery and modern, authentic storytelling.
- On Female Empowerment and Mentorship: Reflecting on the women who guide her career and personal life, Abrams emphasizes the importance of authenticity. "We talked a lot about the kind of woman that she is. She contains multitudes. I try to think about the women in my life that I feel empowered around, and it’s always people who know themselves so well that make me want to be more myself."
- On the Transition to Acting: While Abrams approaches her musical output with total transparency, her foray into visual storytelling through Joe Wright’s direction has opened doors to broader cinematic horizons. Her upcoming transition to narrative film via A24 and director Halina Reijn signals that her performance in the Chanel campaign was merely the opening act of a multifaceted visual career.
Future Outlook
As Gracie Abrams balances her soaring musical trajectory with high-fashion campaigns and upcoming silver-screen ventures, her creative compass remains remarkably steady. Whether she is penning raw, acoustic confessions in the studio, collaborating with auteur directors like Joe Wright, or stepping onto indie film sets with A24, her artistic signature stays the same: an unwavering commitment to emotional honesty and sensory truth.
With Coco Mademoiselle Crush Absolu now available globally—retailing at approximately €195 through official Chanel channels—consumers and fans alike can purchase a piece of the sensory universe Abrams has helped bring to life. For Abrams, however, the true victory of the campaign lies not in the product alone, but in the embodiment of unyielding personal freedom: knowing oneself deeply, running toward what feels alive, and leaving behind anything that demands pretense.
