Rooney Mara at the ‘Lion’ press conference at the Fairmont Hotel on September 11, 2016 in Toronto, Canada.
Rooney Mara is not known for giving off the warmest of first impressions. Standoffish, aloof, icy, remote, guarded, distant, opaque, steely, impenetrable, unreadable: such tend to be the words used by journalists to describe their encounters with the actress, a less than inviting list of adjectives that I decide to lob at her the moment we meet in Manhattan. I figure my little ignoble stunt will put Mara on the defensive, stir up some deep-seated insecurities, maybe even provoke a flash of anger, all in the name of exposing some new, hidden dimension of the actress to the world.
“Yeah,” Mara says when I finish. “I kind of have a bad reputation, don’t I?”
Her tone is so unruffled that she may as well be remarking on the weather in a city she doesn’t care to visit. And from there? Silence. Mara fixes me with the same unblinking, glacier-eyed stare she deploys so penetratingly on screen — most notably in her breakout role, as the cyberpunk Lisbeth Salander, in David Fincher’s 2011 adaptation of “The Girl With the Dragon Tattoo.” Finally, sensing victory in my discomfort, a sly grin springs up on Mara’s elfin, alabaster face.
“Isn’t mystique and the unknown,” she asks, “part of what keeps you drawn to someone?”
Actress Rooney Mara has scored her first campaign, and it’s a big one. The 28-year-old has been unveiled as the face of Calvin Klein’s newest fragrance, Downtown, which the company hope will rival the success of their flagship women’s scent, Euphoria.The print ads have been shot by Jean-Baptiste Mondino, while those for TV have been directed by David Fincher, who worked with Rooney on The Social Network and The Girl with the Dragon Tattoo.“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 WWD . “It’s an honour to be part of a brand with such a legacy of breakthrough advertising. 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.”
It’s hoped the new fragrance, which is aimed at 25 to 35-year-olds and described as a “superaspirational scent”, will rack up sales on $120 million when it hits beauty counters in the summer.
Mara follows in the footsteps of fellow actors Eva Mendes, Diane Kruger, Scarlett Johansson and Alexander Skarsgard, all of whom have appeared in campaigns for Calvin Klein fragrances in the past.
Named after New York’s cool downtown district, the perfume is said to have top notes of Italian cedrat, bergamot, Tunisian neroli, green pear and watery plum; a heart of pink peppercorn, violet leaf and gardenia petals, and a drydown of Texan cedarwood, incense, vetiver and velvet musks.