<p>She makes her debut for Chanel Coco Crush, ahead of the monumental event in Los Angeles.</p>

<p data-start="0" data-end="296" style="text-align: left;">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: left;">The American singer-songwriter, who was nominated for a 2024 Grammy for Best New Artist and collaborated with Taylor Swift, joins Coco Crush alongside <a href="https://www.lofficielmalaysia.com/jewellery-watches/jennie-starts-strong-for-2024-with-new-chanel-coco-crush-campaign">Jennie</a> (Blackpink), the jewellery icon since 2019. Abrams' first campaign will launch on January 13th, and she will be featured with CHANEL's latest jewellery 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: left;">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: left;">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, but 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>

<div class="flex flex-col text-sm pb-25"><article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id="08e2f80a-f183-4d27-a5a1-819fa7f6043e" data-testid="conversation-turn-56" data-scroll-anchor="true" data-turn="assistant" tabindex="-1"><div class="text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm/main:[--thread-content-margin:--spacing(6)] @w-lg/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] @w-lg/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div data-message-author-role="assistant" data-message-id="975c2efb-e3e2-4e26-b6fb-115d96dd80cd" dir="auto" class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&amp;]:mt-1" data-message-model-slug="gpt-5-2"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full break-words light markdown-new-styling"><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&#39;s global presence. The jewelry line&#39;s position was further solidified with Jennie Kim&#39;s appearance as ambassador in 2019. Although the COVID-19 pandemic caused disruptions due to CHANEL&#39;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&#39;s long-term ambitions in fine jewelry, amidst the continued dynamism of the high-end jewelry market. According to Grangié, 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&#39;s landscape for the next 20, 30, or even 50 years.</p></div></div></div></div></div></div></article></div>

Gracie Abrams is the new face of Chanel Coco Crush

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