<p data-start="0" data-end="296" style="text-align: justify;">Some romances fade quickly, but for Chanel, Coco Crush is a lasting relationship. Launched in 2015, the French fashion house's best-selling fine jewellery line enters its second decade with softer designs and the arrival of Gracie Abrams as its new brand ambassador.</p>
<p data-start="298" data-end="677" style="text-align: justify;">The American singer-songwriter, who was nominated for a Grammy in 2024 for Best New Artist and collaborated with Taylor Swift, joins Coco Crush alongside Jennie Kim (Blackpink), the jewellery icon since 2019. Abrams' first campaign will launch on January 13th, and she will be featured with CHANEL's latest product in a design from the collection.</p>

<p data-start="679" data-end="1127" style="text-align: justify;">At first glance, the choker evokes CHANEL's signature diamond pattern through its delicate notches and curves, complemented by a sliding clasp that allows for a snug fit around the neck. But to the touch, the design reveals a fluid, silken feel, with a sophisticated interlocking structure reminiscent of a high-end watch bracelet. Each cross-shaped quilting motif unfolds just enough as the choker hugs the neck, while the back reveals the rhythmic mechanical movement of the internal structure.</p>
<p data-start="1129" data-end="1514" style="text-align: justify;">According to Fr&eacute;d&eacute;ric Grangi&eacute;, President of CHANEL's watch and jewellery division, Coco Crush is &ldquo;a particularly important line, not only commercially but also because it perfectly embodies the spirit of Chanel jewellery.&rdquo; He emphasises its body-hugging versatility as a subtle nod to Gabrielle Chanel's philosophy of comfort from the 1920s, when she introduced jersey fabric into women's fashion.</p>

<p data-start="1516" data-end="1987" style="text-align: justify;">In addition to chokers, the collection is expanded to include short necklaces, earrings, rings, two-tone articulated ear cuffs, and pendants, crafted from white gold, yellow gold, and CHANEL's exclusive "beige gold" hue. Completing the collection is a wide cuff with a generously rounded beige gold design, originating from a 2012 sketch by the late high-end jewellery creative director Patrice Leguer&eacute;au, now refined for enhanced ergonomics.</p>
<p data-start="1989" data-end="2511" style="text-align: justify;">Although currently CHANEL's best-selling fine jewellery line, Coco Crush wasn't an overnight success. At launch, the collection had a limited number of pieces and a very narrow distribution range, not even reaching the US market. When Grangi&eacute; took over the division in mid-2016, he saw the "iconic potential" of Coco Crush, but to realise it, CHANEL needed to invest systematically in production capabilities, particularly leveraging the craftsmanship expertise at La Chaux-de-Fonds (Switzerland), while also promoting a stackable ring strategy.</p>

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<p data-start="2513" data-end="2905" style="text-align: justify;">The turning point came at the end of 2018 with an event in Beijing, before Coco Crush's global presence. The jewellery line's position was further solidified with Jennie Kim's appearance as an ambassador in 2019. Although the COVID-19 pandemic caused disruptions due to CHANEL's absence from e-commerce, Coco Crush has experienced strong and continuous growth since 2022.</p>
<p data-start="2907" data-end="3279" style="text-align: justify;">Coco Crush affirms CHANEL's long-term ambitions in fine jewellery, amidst the continued dynamism of the high-end jewellery market. According to Grangi&eacute;, even limitations such as rising gold prices contribute to the increased value and rarity of these creations. Above all, the new designs and the campaign with Gracie Abrams are preparation for a strategy to place Coco Crush on a sustainable growth trajectory, ensuring its enduring presence within CHANEL's landscape for the next 20, 30, or even 50 years.</p>
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Gracie Abrams becomes the new face of Chanel’s Coco Crush

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