Chanel celebrated its Coco Crush collection with new brand ambassador Gracie Abrams at Château Marmont

The iconic Los Angeles landmark, Château Marmont, became a playground of luxury and intrigue this week as Chanel hosted an intimate celebration of its Coco Crush fine jewellery collection at the hotel. The evening of 7 January marked not just a campaign launch, but a coronation of sorts, introducing Grammy-nominated singer-songwriter Gracie Abrams as the maison’s newest fine jewellery ambassador.

Guests arriving at the storied Sunset Boulevard hotel found its familiar corridors reimagined, with transformed rooms and interactive photo moments that echoed the playful “Hide & Seek” concept of Chanel’s new campaign. Shot at the same venue, the campaign features Abrams alongside fellow ambassador Jennie in a game of discovery that captures the edgy, effortless spirit for which Coco Crush has become known since its first pieces launched in 2015. 

Over the past decade, the Coco Crush collection has been characterised by Chanel’s signature quilted motif, which has been synonymous with the house since 1995, and is inspired by the pattern of Chanel’s iconic handbags. The pattern served as both visual and philosophical throughline for the evening, its intersecting lines representing the art of forming meaningful encounters.

The intimate dinner drew a constellation of talent from music, film and fashion. Tessa Thompson mingled with Dakota Fanning and Keri Russell, while musicians Maggie Rogers, Conan Gray and St. Vincent represented the sonic set. It-girls like Gabbriette and Mona Tougaard rubbed shoulders with style arbiters Petra Collins and Margaret Zhang, creating a comprehensively cool cross-pollination of creative disciplines, which has become Chanel’s calling card.

But it was the evening’s surprise finale that elevated the night from elegant dinner to unforgettable moment. Grammy-nominated artist Lily Allen took to the stage for an impromptu performance, treating guests to selections from her latest album, West End Girl. The intimate setting gave a rare personal insight into Allen’s signature wit and vulnerability, providing the perfect close to an evening built around connection.

The Coco Crush campaign film embodies what the evening itself achieved: vitality, creativity and the thrill of unexpected encounters. In choosing Château Marmont as both backdrop and venue, Chanel tapped into the hotel’s legendary status as a place where magic happens when creative minds collide; a fitting metaphor for a collection designed to mark life’s meaningful intersections.