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When Gabrielle Chanel imagined the Coco Mademoiselle fragrance in 1921, she envisioned a bold woman who unapologetically raced towards freedom while living within the limiting confines of the time. So, as Chanel Beauty stepped into its new era with Coco Mademoiselle Crush Absolu, there was one woman who instantly came to mind: Gracie Abrams.
Her unfussy elegance is a mirror of Gabrielle Chanel, and in her new campaign video for Coco Mademoiselle Crush Absolu, the Chanel ambassador is seen shedding layers of fabric and hair extensions as she runs from the relentless photographers following her as she runs through the quiet, streetlamp-lit streets of Paris. Abrams embodies the energy Chanel captured over a century ago as she finds her own sense of freedom.
Seeking refuge from the relentless bustle of the outside world, Abrams steps into a café that stops the moment she enters. As she floats through the space, snapshots of a night out flash across the screen and Candi Staton’s 1976 anthem ‘Young Hearts Run Free’ starts back up.
The scene builds into the kind of night that can only be spontaneous — Abrams dancing atop the gilded bar, being lifted through the crowd by a bevy of men, and joining a flash mob in the centre of the café between games of pinball. Finally, she kicks off her heels and runs into the rain, the picture of the embodied woman who’s finally found her freedom.
In this scene, Abrams is the magnetic Coco Mademoiselle, and especially, is the embodiment of the Coco Mademoiselle Crush Absolu era.
Created by perfumer Olivier Polge, the scent transforms the fragrance we already know and love, bringing fruity notes to the fore along with a woody and ambery depth that creates a modern but no less bold scent. Sensual vetiver and vanilla are offset by vibrant grapefruit and lychee, while rose and jasmine offer a touch of sensuality and finally, all wrapped in patchouli. Housed the iconic art deco bottle and faceted cap of Coco Mademoiselle, even this presentation has had a bold update, with a contrasting label.
Coco Mademoiselle Crush Absolu is now available on Chanel.com.
The post Gracie Abrams Runs Free In Paris For Chanel Coco Mademoiselle Crush Absolu appeared first on ELLE.
