{"id":220523,"date":"2026-01-04T20:57:09","date_gmt":"2026-01-04T20:57:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/220523\/"},"modified":"2026-01-04T20:57:09","modified_gmt":"2026-01-04T20:57:09","slug":"chanels-coco-crush-jewelry-goes-supple-and-taps-gracie-abrams","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/220523\/","title":{"rendered":"Chanel\u2019s Coco Crush Jewelry Goes Supple And Taps Gracie Abrams"},"content":{"rendered":"

\n\tPARIS \u2014 Some crushes don\u2019t last but at Chanel<\/a>, its Coco Crush fine jewelry<\/a> line has been going strong since 2015. \u00a0<\/p>\n

\n\tNow the French house\u2019s bestselling jewelry collection is kicking off its second decade with new supple designs \u2014 and Gracie Abrams as one of its faces.<\/p>\n

\n\tIn her new role, the American singer-songwriter, who was nominated as best new artist at the 2024 Grammy Awards and collaborated with Taylor Swift<\/a>, joins Blackpink\u2019s Jennie Kim, who has been the face of Coco Crush since 2019.<\/p>\n

\n\tAbrams\u2019 first campaign in her new role is set to drop on Jan. 13.<\/p>\n

\n\tMeanwhile, she sports one of the new additions to the line in her latest portrait for the French house.<\/p>\n

\n\tAt first glance, the choker reprises the incisions and delicately curving edges meant to evoke Chanel<\/a>\u2019s distinctive quilting, with a sliding clasp closure to adjust it closely to the neck.<\/p>\n

\n\tBut once in hand, it reveals a ribbon-like suppleness and an articulated construction that is akin to a high-end watch bracelet. Each cross-shaped quilting motif opens just so as the choker wraps around the neck, while its reverse gives glimpses of moving parts involved in its construction.<\/p>\n

\n\tFr\u00e9d\u00e9ric Grangi\u00e9, president of Chanel watches and jewelry, deemed the Coco Crush range \u201can extremely important line, not only commercially but also because it really carries the message of [our] jewelry,\u201d he told WWD.<\/p>\n

\n\tHere, the body-hugging flexibility nods to \u201cthe idea of comfort that goes back to Gabrielle Chanel in the 1920s\u201d and her use of jersey for women\u2019s clothing.<\/p>\n

\n\tIn addition to the choker, there is a short necklace, transformable earrings, rings, an articulated two-tone ear cuff and pendants, available in white, yellow and Chanel\u2019s proprietary \u201cbeige\u201d gold.<\/p>\n

\t\t\t\t\t\t\"Chanel<\/p>\n

\t\t\t\t\tSuppleness is the star of the latest Coco Crush designs.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Chanel<\/p>\n

\n\tRounding out the offering is a wide cuff of generous rounded proportions, rendered in beige gold.<\/p>\n

\n\tThe style revisits a design sketched by Chanel\u2019s late director of the fine jewelry<\/a> creation studio Patrice Leguer\u00e9au back in 2012, given light tweaks for increased ergonomy. Along with rings that echoed the same distinctive quilting pattern, the cuff formed the bedrock of the line when it launched in 2015.<\/p>\n

\n\tWhile Coco Crush has now emerged as the brand\u2019s top-selling fine jewelry line, it wasn\u2019t a runaway success at the get-go, recalled Grangi\u00e9.<\/p>\n

\n\tIn fact, \u201cit was a line that was little developed with only a few references and extremely limited distribution,\u201d the executive said. \u201cIt wasn\u2019t even available in the U.S., so you can imagine the niche aspect of Coco Crush.\u201d<\/p>\n

\n\tStill, when he took the helm of the division in mid-2016, this then-new line had \u201cpotentially iconic character,\u201d he continued. \u201cBut we\u2019re not the ones who decide whether a line becomes iconic; we can just decide to develop it in that spirit.\u201d<\/p>\n

\n\tOne point that needed to be solidified was building suitable means of production, particularly harnessing the know-how of Chanel\u2019s watchmaking facilities in the Swiss city of La-Chaux-de-Fond, where the overwhelming majority of the line is made.<\/p>\n

\n\tAnother was the emphasis on rings, with an eye toward stacking.<\/p>\n

\n\tIn Grangi\u00e9\u2019s opinion, Coco Crush truly came out of the gate with a late 2018 event in Beijing, followed by the line\u2019s landing at doors around the world. It\u2019s a moment where this line that \u201cno one had really seen\u201d became \u201cself-evident,\u201d he said.<\/p>\n

\n\tIts position was further cemented with the arrival of Jennie as the line\u2019s main ambassador for the range in 2019.<\/p>\n

\n\tThe COVID-19 pandemic threw a spanner in the works, given that the French company does not partake in e-commerce. But since 2022, \u201cit\u2019s a very, very strong growth that has been uninterrupted to date,\u201d according to the executive.<\/p>\n

\t\t\t\t\t\t\"Chanel<\/p>\n

\t\t\t\t\tThe new Coco Crush cuff.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Chanel<\/p>\n

\n\tHe attributed the range\u2019s success to Leguer\u00e9au\u2019s \u201cextremely powerful and outstanding\u201d initial designs, which he deemed a coherent concentration of house codes, including the ease of wear, stacking and now, the second-skin suppleness. \u00a0<\/p>\n

\n\tWhile the French fashion house did not share sales figures for the Coco Crush range, Grangi\u00e9 said it was \u201can indication of success when you\u2019re capable of expressing the number of pieces sold over a short time frame,\u201d such as an hour.<\/p>\n

\n\tBut the latest launches aren\u2019t so much about celebrating Coco Crush\u2019s 10th anniversary as they are a signal of the French fashion house\u2019s ambitions. \u00a0<\/p>\n

\n\tWith prices starting around 1,500 euros for a small earring and going up to 60,000 euros for a full pav\u00e9 necklace, it\u2019s also reinforcing the brand\u2019s fine jewelry offering during a time when jewelry momentum remains strong.<\/p>\n

\n\tCounterintuitive as it sounds, constraints such as rising gold prices \u201cparticipate in making these creations even more precious and of greater value,\u201d according to Grangi\u00e9. \u00a0<\/p>\n

\n\tThe upper end of the range is \u201ca segment that is very important for us because it matches a certain Chanel client looking for more exclusive pieces and real preciousness as well,\u201d he added.<\/p>\n

\n\tBut the goal is further on the horizon. Between the new designs and the upcoming campaign with Abrams, the brand is \u201cputting in place all the necessary support to inscribe this line very coherently in what Chanel will be in 20 years, 30 years, 50 years,\u201d Grangi\u00e9 said.<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 Some crushes don\u2019t last but at Chanel, its Coco Crush fine jewelry line has been going…\n","protected":false},"author":2,"featured_media":220524,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[11091,121528,85,46,2070,125],"class_list":["post-220523","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-chanel","tag-fine-jewelry","tag-il","tag-israel","tag-taylor-swift","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/220523","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=220523"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/220523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/220524"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=220523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=220523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=220523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}