Gracie Abrams is the face of the Spring-Summer 2025 pre-collection campaign. Already seen wearing CHANEL at events such as the Grammy Awards and the Met Gala, the American singer-songwriter has been named as a new House ambassador. In front of Craig McDean’s camera and under the artistic direction of Sofia Coppola, the campaign combines photography, music and film, and is imbued with a modern, feminine interpretation of the CHANEL universe.

While Gracie Abrams asserts herself in the role of film heroine, the collection is full of nods to Sofia Coppola’s characters. The allure is casual yet chic: tweed jackets paired with jeans, tweed baseball jackets worn with bermuda shorts and a cap for a boyish edge. A play on contrasts recalls the 90s. Denim is reinvented, interwoven with chain jewellery, while leather comes with a new, very supple embossed quilted effect, reminiscent of the famous diamond quilting on CHANEL bags. This signature pattern features on a jacket, a little black dress and bags, including an oversize tote.

The understated images highlight the essence of the collection: pearls, tweeds and revisited icons. The pearls so dear to Gabrielle Chanel appear in braid on tweed jackets, printed on faded denim, and as motifs on knitwear. They also embellish accessories: sautoir necklaces, rings, bags… Tweeds come in lightweight textures, ethereal pastels, delicate shades of pale pink, sky blue and the all-essential black and white. The 11.12 bag in tweed matching the silhouettes, the camellias, the bows, the two-tone shoe revised as platforms or slingbacks with little heels, the cuff bracelets embellished with double Cs… the symbols of CHANEL are omnipresent.

Several visuals showcase an array of accessories where each piece is a precious object: sandals with bows, pearl jewellery, mini quilted bags, barrettes, sunglasses and camellias form a concentrate of the CHANEL allure.

The Spring-Summer 2025 Pre-Collection is set to launch at the CHANEL boutique in Plaza Indonesia on January 25, 2025.