Chanel has given its iconic Coco Crush collection of fine jewelry a fresh update, introducing rubies, new letter motifs, and an innovative diamond setting.
Since its debut in 2015, the Coco Crush collection has been defined by its bold mix-and-match style. This year, the collection embraces that spirit even more with new pieces that feature ruby-accented pendants, as well as earrings and bracelets adorned with the letters “C” and “O.” These pieces can be paired together to spell out Gabrielle Chanel’s famous nickname, Coco.
For the first time, Chanel has also incorporated rubies into the collection’s signature quilted design, made from incised gold. The addition of these vibrant red gemstones is a nod to one of Coco Chanel’s favorite colors, complementing the collection’s signature beige gold — an alloy inspired by another hue that Chanel adored.
The collection is further rejuvenated with a new pavé-setting technique that gives diamonds a more natural, scattered appearance. This update enhances the woven patterns of Coco Crush rings and bracelets, allowing the stones to blend seamlessly into the design, reinforcing the collection’s carefree and rule-free approach to wearing jewelry.
The collection’s campaign is brought to life by BLACKPINK’s Jennie, a longtime Chanel ambassador, who is seen wearing an array of golden and diamond-encrusted bracelets, hoop earrings, and necklaces. Alongside her, models Amelia Gray Hamlin and Mona Tougaard showcase the collection’s standout pieces, each bringing their own personal style to the bold new designs.
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