Mona Tougaard Shines in Chanel Coco Crush Jewelry Campaign
DUBAI — Model Mona Tougaard stars in Chanel’s revived Coco Crush campaign, a cinematic film staged at Hollywood’s Chateau Marmont that was released this week.
The campaign reintroduces the fine jewelry line a decade after its 2015 launch, featuring new pieces including a choker, short necklace, two-tone earrings, pave bracelets, and a sculptural cuff that rework the quilted “matelasse” motif inspired by Coco Chanel’s designs.
Directed by Gordon von Steiner, the film casts Tougaard alongside Chanel musician ambassadors Jennie of Blackpink and American singer-songwriter Gracie Abrams, with models Lulu Tenney, Akon Changkou, Mathilda Gvarliani, and Ye Riqun rounding out the cast. The campaign turns the hotel’s corridors into a playful game of hide-and-seek.
Chanel marked the launch with a dinner at Chateau Marmont, attended by guests including British singer Lily Allen.
Tougaard, whose mother is Somali-Ethiopian and father half-Turkish and half-Danish, won Elite Model Look Denmark at 15 and opened her career as a Prada exclusive in 2019. She has since walked for nearly every major house, from Chanel and Dior to Versace and Saint Laurent. Nominated for Model of the Year at the 2024 Fashion Awards, she has appeared on covers of British and Italian Vogue.
In July, she fronted Saint Laurent’s “Respiro” summer campaign alongside French-Algerian model Loli Bahia, shot against the French coast.
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