Chanel Reintroduces Coco Crush in a Cinematic New Campaign

Chanel unveils the return of Coco Crush with a new 2026 campaign, Hide and Seek, celebrating the maison’s iconic fine jewelry collection through a cinematic narrative of chance encounters and rediscovery.

Set within the legendary Chateau Marmont in Los Angeles, the film reimagines the hotel as a playful yet intimate stage for Coco Crush, where movement, emotion, and design intersect. Directed by Gordon Von Steiner, the campaign explores the tension between pursuit and escape, capturing the quiet thrill of discovery that defines the collection’s enduring allure.

Starring Mona Tougaard, Lulu Tenney, Mathilda Gvarliani, Akon Changkou, and Qun Ye.

At the heart of the campaign is the appointment of American artist and singer-songwriter Gracie Abrams as Chanel’s newest house ambassador. Appearing alongside longtime Chanel ambassador Jennie, Abrams brings a sense of emotional intimacy and modern elegance that aligns seamlessly with the spirit of Coco Crush.

Her debut marks a continued dialogue between Chanel Fine Jewelry and contemporary cultural voices, reinforcing the collection’s place at the intersection of craftsmanship, emotion, and modern expression.

Image Courtesy of Chanel