For someone who wasn’t interested in the fashion world, this year things have changed for Girl With The Dragon Tattoo actress, Rooney Mara. First she was a co-chair of the Met Gala, alongside Riccardo Tisci (who designed her dress for the event), Anna Wintour, and Lauren Santo Domingo. Now, she has her first high-profile campaign under her belt.
Mara is the face of new Calvin Klein fragrance called Downtown, WWD is reporting. “I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances,” Mara told the trade. “It’s an honour to be part of a brand with such a legacy of breakthrough advertising.”
The print ads were shot by Jean-Baptiste Mondino and TV spots directed by David Fincher who, who also directed Mara in The Social Network and The Girl With the Dragon Tattoo.
Downtown, a woody floral scent which will be produced by Coty Prestige, launches this summer. Prices will range from $19 to $80. Who is the target market? 25 to 35 year olds. “Globally, consumers see downtown as a place they want to be,” Coty exec Catherine Walsh told WWD. “They identify it with youthfulness, edginess, and cool.”
Rooney is the perfect poster child for this scent and I can’t wait to go downtown to my local Sephora this summer and pick it up for myself.