1906. Long before the founding of her Maison, the young Gabrielle Chanel discovers quilting on the blankets of her lover Etienne Balsan’s horses and on the jackets of the stable lads. Fascinated by this graphic and generous motif, she adopts it in the 1920s for her interior decoration and fashion creations.
In 2015, the quilted design is revealed in its most precious and innovative form when CHANEL transforms it into gold and unveils COCO CRUSH. A streamlined jewelry collection that adapts to every occasion. For independent women who acquire its creations to celebrate special milestones and encounters, just as Gabrielle Chanel did to mark her life as a free and modern designer.
On the gold’s surface, the pattern’s sharp lines are softened by a rounded shape. The incisions are crafted with expert precision to recreate the quilted weave. Attention to detail is seen in the arched contours, highlighting the sensual lines of a jewel that is recognized as a design icon. A creative manifesto that fuses strength and femininity, curves and angles. COCO CRUSH embodies the CHANEL spirit.
To better glimmer in the light, CHANEL created BEIGE GOLD, a signature hue that pays tribute to Gabrielle Chanel’s love of the warm shade, where she found strength and protection. Beige is also the colour of her first triumphs, the tweed of her suits, the weave of her knits, the leather of her bicolored shoes. COCO CRUSH’s use of 18 carat BEIGE GOLD mirrors the velvety sensation on the skin and flatters the complexion through the subtle balance of its nuances. Wearing BEIGE GOLD goes beyond the choice of a precious metal, it is the choice of sophistication, of quality without compromise, of a shade that is unmistakably CHANEL.
“Red is the colour of life, I love red”, Coco Chanel used to say.
For her, a touch of red was enough to enhance everything. The vibrancy of this shade, as essential as black and beige, highlighted her iconic creations and today inspires the CHANEL Jewelry Creation Studio for a new interpretation of COCO CRUSH.
For the first time ever, its incised gold is complemented with intense rubies. A flamboyant shade, set in the hollow of a C-shaped pendant, or glimmering at the center of an O on a bracelet. The letters C, and O, that spell out C.O.C.O. when worn together on the wrist, over the ear or on a décolleté. A visual invitation to play with the colours and codes of a collection born as an ode to lightness. A new chapter in the precious story of COCO CRUSH, and another opportunity to embody, through the generosity of its lines and its multiple ways to wear, the attitude that is resolutely CHANEL.
Over time, COCO CRUSH embellished its collection with precious all- diamond pavé settings – the most exclusive expression of COCO CRUSH with a fully paved surface – enhancing the curved quilted pattern with a sparkle of diamonds, accentuating the rhythm and geometry of the lines.
In January 2025, the CHANEL Jewelry Creation Studio innovates with a new pavé setting technique for COCO CRUSH, adorning the diagonal lines of the quilted weave. The diamonds light up the incisions. Although the gemstones seem naturally scattered on gold, it’s a mirage precisely set by the technical prowess of the jewelers and setters. A bold, innovative pavé setting that is sure to inspire new ways of wearing.
These new ruby necklaces and bracelets, along with the diamond- paved rings and bangles, enrich the collection and offer versatile styling options. This is where the strength of COCO CRUSH resides: jewelry to be worn freely, like Gabrielle Chanel, who chose her clothes and necklaces without the constraints of trends or fashions. With COCO CRUSH, jewelry adapts to every moment of life. A playful accumulation of bracelets mixing gold colours, different size rings on the fingers and hoop earrings as beautiful when worn alone or arranged as earcuffs.
Wearing COCO CRUSH is to embrace style in its freest expression, while cherishing the precious. COCO CRUSH is the very essence of CHANEL.
The new collection will be launched at the CHANEL boutique Plaza Indonesia on January 8, 2025. Discover more here.
CHANEL CHANEL Fine Jewelry Coco Crush
