By Alexus Mosley

In a week crowded with awards-season parties and attention-grabbing extravaganza, Chanel chose a different approach. On Wednesday evening, the house hosted an intimate soirée at Chateau Marmont to celebrate 10 years of Coco Crush, its modern fine jewelry collection that has quietly become one of the most enduring pillars of Chanel’s watches and jewelry division.

Abandoning the method of opting for scale, the evening leaned into discretion. Guests arrived at a setting that felt less like an event and more like a lived-in Chanel world, blurred the line between campaign make-believe and real life. The positioning of the soirée was fitting, echoing the spirit of Coco Crush’s Hide & Seek campaign, which was shot at the very same Hollywood landmark. From the moment impeccably styled guests arrived, the experience mirrored the playful intimacy of the film. With vintage cars parked outside, neon Chanel signage glowing softly against the hotel’s façade, and subtle nods to the campaign, a sense of continuity of the fabulous fantasy world was created.

Inside, the evening unfolded slowly. An elegant seated dinner transformed the lobby into a salon of conversation and candlelight, where fashion, music, and film converged without the urgency of spectacle.

The guest list reinforced Chanel’s long-standing preference for cultural relevance. Among those in attendance were Hedda’s Tessa Thompson, Lily Allen, Dakota Fanning, St. Vincent, PinkPantheress, Mona Tougaard, and Devon Lee Carlson. Newly appointed Chanel Fine Jewelry ambassador Gracie Abrams was also present, embodying the collection’s appeal to a generation that values longevity over trend.

Midway through the evening, the room grew quiet as Lily Allen delivered a surprise performance, treating guests to tracks from her latest album. The moment felt unplanned and personal. Feeling like less of a concert and like a shared memory that, luckily enough, just happened to perfectly align with Coco Crush’s positioning as jewelry meant to be worn daily, lived in, and passed down.

Photo Credit: Stefanie Keenan/WireImage/Getty Images

Introduced a decade ago, Coco Crush reimagined Chanel’s house codes through clean lines, quilted motifs, and a philosophy of everyday luxury. Over the years, the collection has expanded to include chokers, pavé bracelets, sculptural cuffs, two-tone designs, and a plethora of other pieces that are simultaneously contemporary and timeless.

Ten years on, Coco Crush remains exactly what it set out to be. And that is a modern heirloom defined by presence.

Chanel, Coco Crush, and the Art of Intimate Luxury