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.