Calvin Klein has named the person who is fronting the beauty campaign for his brand new fragrance Downtown – Rooney Mara. The super cool actress, who is currently promoting her new movie Ain’t Them Bodies Saints at the Cannes Film Festival, is the perfect choice for Klein’s urban-themed fragrance.
Ms Rooney Mara is a regular participant at Calvin Klein’s catwalk shows and has been frequently snapped wearing the designers clothes, so it makes sense for the label giant to choose her to front his new campaign.
In fact, Ms Mara attended the IFP Calvin Klein Collection & Euphoria party which celebrates women in film at the 66th Cannes Film Festival in Cannes, France on Thursday night, wearing a slim fitting nude coloured Calvin Klein gown.
Ms Rooney Mara is known to love wearing Klein’s creative director Francisco Costa’s designs, with her most recent outing being on the cover of the February 2013 Vogue.
Perhaps another reason why Calvin chose the 28-year-old actress is that her former director of “The Girl with the Dragon Tattoo” David Fincher, will be in charge of the TV ad spaces for the promotional campaigns for the fragrance.
The star of The Social Network and Side Effects spoke of her delight at being chosen to front the beauty campaign, she told WWD: “It’s an honor to be part of a brand with such a legacy of breakthrough advertising,” she added, “The Downtown fragrance holds true to the chic, confident and simple feeling of the Calvin brand. The effortless and timeless appeal of the Calvin Klein Collection and the Downtown scent made this a natural partnership.”
WWD describe the Downtown fragrance as a “floral woody juice,” which we presume is exactly the type of scent Ms Mara would choose for herself. The scent is said to be inspired by New York City’s downtown hotspots, featuring a mixture of scents ranging from green pear to pink peppercorn, and it is thought it will be available in four sizes—a roller ball at $19, 1 oz. at $45, 1.7 oz. at $65 and 3 oz. at $80.
This is Ms Mara’s first campaign for a beauty product and heralds a new rise in the star’s popularity, which will prove to be a major a lucrative step for the shy and reclusive actress.
The Downtown fragrance will not be available in stores until September, but you can view the adverts from July in magazines and on TV. The adverts will feature Ms Mara who will be acting out the concept of a young woman, living in her own world, trying to break away from the norm.
Ms Mara joins a celebrated list of models and actresses who have all featured in beauty campaigns for Calvin Klein, including Christy Turlington, Diane Kruger, Zoe Saldana and Eva Mendes.