Breaking
Alarm in South Korea as Iran dispute with Trump shakes 72‑year allianceThunderstorms lash Sarawak, Sabah and Labuan until 11amSecretary-General of ASEAN meets with President of Brazilian Agricultural Research CorporationPM Qatar visits Saudi Arabia to discuss easing regional tensionsFlood control back in spotlight as Manila goes underwaterMicrosoft named a Leader in Frost & Sullivan’s Cloud Workload Protection Platforms, 2026Meme magic turns crude Chinese animation into box-office hitGracie Abrams stars in Chanel’s Coco Mademoiselle Crush Absolu campaignRogue ransomware affiliate poses as recovery firm to steal paymentsBursa Malaysia rises on Wall Street rally, YTL shares surgeCloudflare Workers Spectre Attack Leaks JWT From Co-Located Worker at 12 Bits/SecondOpenAI pauses frontier AI training as it tightens safety controlsIndo-Pacific's middle powers build networks that rival US-China blocsHajj costs for 2027 must balance pilgrim affordability and fund sustainabilityAn Australian gift of guns to Papua New Guinea must not end up in the wrong handsStripe to buy AI startup OpenRouter for $7.5 billionWaymo opens cheaper next-generation robotaxi service to all riders in three citiesOCBC prices £1 billion floating-rate covered bonds due 2029Indonesia's trade ministry clarifies BYD on consumer handlingGold holds near record high after U.S. debt buyback sparks longest rally in six monthsAlarm in South Korea as Iran dispute with Trump shakes 72‑year allianceThunderstorms lash Sarawak, Sabah and Labuan until 11amSecretary-General of ASEAN meets with President of Brazilian Agricultural Research CorporationPM Qatar visits Saudi Arabia to discuss easing regional tensionsFlood control back in spotlight as Manila goes underwaterMicrosoft named a Leader in Frost & Sullivan’s Cloud Workload Protection Platforms, 2026Meme magic turns crude Chinese animation into box-office hitGracie Abrams stars in Chanel’s Coco Mademoiselle Crush Absolu campaignRogue ransomware affiliate poses as recovery firm to steal paymentsBursa Malaysia rises on Wall Street rally, YTL shares surgeCloudflare Workers Spectre Attack Leaks JWT From Co-Located Worker at 12 Bits/SecondOpenAI pauses frontier AI training as it tightens safety controlsIndo-Pacific's middle powers build networks that rival US-China blocsHajj costs for 2027 must balance pilgrim affordability and fund sustainabilityAn Australian gift of guns to Papua New Guinea must not end up in the wrong handsStripe to buy AI startup OpenRouter for $7.5 billionWaymo opens cheaper next-generation robotaxi service to all riders in three citiesOCBC prices £1 billion floating-rate covered bonds due 2029Indonesia's trade ministry clarifies BYD on consumer handlingGold holds near record high after U.S. debt buyback sparks longest rally in six months
Economy

Gracie Abrams stars in Chanel’s Coco Mademoiselle Crush Absolu campaign

The French luxury house has tapped rising US singer-songwriter Gracie Abrams to front its latest fragrance, Coco Mademoiselle Crush Absolu.

Source: South China Morning Post · August 20, 2026 at 2:31 AM · AI-assisted report

Single-source
Gracie Abrams stars in Chanel’s Coco Mademoiselle Crush Absolu campaign
Image: scmp.com

KUALA LUMPUR, 20 AUGUST 2026 —

Listen to this article

DomainFork Audio · read aloud

Chanel Unveils Coco Mademoiselle Crush Absolu Campaign Featuring Gracie Abrams

Market Impact

KUALA LUMPUR, Aug 20 – French luxury house Chanel has launched its latest fragrance, Coco Mademoiselle Crush Absolu, with a campaign starring American singer Gracie Abrams. Directed by Joe Wright, the campaign emphasizes sensuality and confidence, aligning with Chanel’s signature aesthetic. The fragrance, formulated by in-house perfumer Olivier Polge, marks another collaboration between Chanel and rising talents, reinforcing the brand’s strategy of associating its products with cultural relevance.

The Malaysian market, a key growth region for luxury goods, is expected to see heightened interest in Chanel’s new fragrance, particularly among younger consumers. Chanel’s ambassador program, which includes Abrams and actress Whitney Peak, targets emerging figures in music and film, a strategy likely to resonate with Malaysia’s fashion-conscious demographic. Details on local distribution and marketing initiatives in Malaysia were not immediately available.

In an interview with the South China Morning Post, Thomas du Pré de Saint Maur, Chanel Fragrances and Beauty’s global creative resources head, discussed the campaign’s creative direction. He emphasized the importance of visual storytelling, noting that the fragrance’s launch video was shot on film to enhance its sensual appeal.

Du Pré de Saint Maur also highlighted Chanel’s tradition of selecting muses at career moments, citing Abrams’ independent path in music despite her family background. The campaign’s theme reflects Coco Chanel’s legacy of reinvention and joyful self-discovery, he added.

Analysts suggest the campaign’s focus on confidence and individuality may strengthen Chanel’s appeal in Asia, where personal branding and luxury consumption are closely linked. The fragrance’s launch follows Chanel’s recent collaborations with directors like Martin Scorsese and Luca Guadagnino, signaling a continued emphasis on high-profile creative partnerships. Further details on retail availability in Malaysia were not disclosed.

Reporting based on South China Morning Post. Figures and claims are subject to revision as the story develops. DomainFork publishes editorial context, not investment advice — see our editorial standards.