Gracie Abrams Joins Chanel: New Capsule Honors Gabrielle Chanel’s Legacy

Coco Crush reaches a decade of trajectory. Chanel’s jewelry line celebrates ten years since its launch with the singer Gracie Abrams as brand ambassador, who will wear the new creations of the maison. A choker resulting from the flexibility of a ribbon and the articulated construction of a watch are the star pieces of the new capsule, which feature references to its founder.

In reference to “the idea of comfort developed by Gabrielle Chanel in 1920,“ according to Frédéric Grangié, president of the watch and jewelry division of the company.The new collection includes a necklace, transformable earrings, rings, an ear cuff, a bracelet, a bracelet and different pendants, in reference to “the idea of comfort that Gabrielle Chanel developed in 1920”, as Frédéric Grangié, president of Chanel’s watch and jewelry division, told WWD.

Set to launch next January 13th, the collection revisits a design sketched in 2012 by Patrice Legueréau, who was head of Chanel’s jewelry studio for more than twenty years. The quilted pattern is materialized in some of the pieces, such as the bracelet or the ring.

Chanel doubled its flagship store in Madrid and inaugurated its new offices in the city last July

Coco Crush has become Chanel’s best-selling fine jewelry line, with prices ranging from €1,500 for an earring to €60,000 for a necklace.

Grammy-nominated singer Gracie Abrams joins the brand, which has previously collaborated with other artists, such as Jennie Kim of Blackpink, as part of its strategy to position this jewelry line for decades to come.

Chanel launched an ambitious project in Madrid in the middle of last year, with which it doubled the retail space of its flagship store located at number 16 Ortega y Gasset street, in the Salamanca district, an area that includes much of Serrano street, but also Lagasca, Velázquez, Ayala and Claudio Coello, and is known as the Golden Mile. The brand also acquired two additional spaces located on the second floor of the same building where it inaugurated its new offices, with a surface area of around 340 square meters.