CHANEL welcomes Gracie Abrams as its newest ambassador
Of course, Abrams was already a burgeoning CHANEL girl, having repped the brand to the Grammy Awards, the Met Gala, and on stage at her The Secret Of Us tour. It makes sense, then, that Abrams would be hand-picked by CHANEL to front their Spring Summer 2025 Pre-Collection Campaign. Lensed by Craig McDean, under the artistic direction of Sofia Coppola, the campaign marries photography, music and film, while also showcasing the modern femininity that is synonymous with both CHANEL and Abrams.
There's a tweed baseball jacket, style with bermuda shorts and a cap, which recalls the effortless allure of Abrams' off-duty dress sense. Similarly, the campaign nods to the '90s, with classic denim reinvented via strings of interwoven chain jewellery and, perhaps most covetable of all, a sleek leather jacket, which features a new, very supple embossed quilted effect. The campaign also includes a sweet nod to her loyal fanbase: a delicate, monogrammed CHANEL hair bow, which is not only a signature of Abram's on-stage persona, but has evolved to become a favourite among her fandom.
While the campaign might be Abrams' first duty for the house, with awards season around the corner and the 2025 Met Gala also on the horizon, this is one dreamy partnership that's sure to continue in the not-so distant future. Who knows, perhaps when Abrams heads Down Under in May for the Australian leg of her The Secret Of Us shows, her tour wardrobe will include CHANEL? We can only hope so...
