Gracie Abrams in Chanel’s Spring-Summer 2025 Pre-Collection

In a fusion of music, cinema, and haute couture, Chanel unveils its Spring-Summer 2025 pre-collection campaign, with the viral pop icon Gracie Abrams as its muse. Already a familiar face at high-profile events like the Grammy Awards and the Met Gala, Abrams steps into her role as a new House ambassador with a grace that resonates with the legacy of Gabrielle Chanel herself. Under the discerning eye of photographer Craig McDean and the artistic direction of the acclaimed Sofia Coppola, this campaign transcends traditional fashion photography, offering a storytelling exploration of Chanel’s allure.

Photo Credit: Craig McDean

The campaign captures Abrams as a modern cinematic heroine, her presence echoing the nuanced characters from Coppola’s films. The collection pays homage to the director’s aesthetic with its casual chicness and sophisticated elegance. Here, we see the iconic tweed, not just in classic jackets but reimagined in baseball styles paired with Bermuda shorts, lending a youthful, ’90s-inspired vibe to the ensemble.

Photo Credit: Craig McDean

Chanel’s signature elements are explored with a fresh perspective: denim, elevated with interwoven chain jewelry, and leather, now boasting a supple embossed quilt that pays tribute to the diamond quilting of Chanel’s legendary bags. This motif graces an oversized tote and a sleek little black dress, encapsulating the essence of tradition and innovation.

Photo Credit: Craig McDean

Pearls, a perennial emblem of Chanel, are woven into the fabric of this collection, appearing as braids on tweed, prints on distressed denim, and decorative motifs on knitwear. They adorn accessories with a luxurious subtlety, from sautoir necklaces to the most petite rings, embodying Chanel’s love for understated elegance. The tweed is lighter, almost ethereal, presented in pastel shades alongside the classic black and white, with the 11.12 bag perfectly complementing the looks.

Photo Credit: Craig McDean

Under McDean’s lens, the campaign’s imagery highlights the collection’s key elements – the camellias, the bows, the two-tone shoes now reimagined as platform or kitten heel slingbacks, and the cuff bracelets featuring the double C. Each accessory, from sandals with playful bows to mini quilted bags and chic sunglasses, is crafted as a piece of art, embodying the CHANEL spirit.

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