Too-cool-for-school actress, Rooney Mara, has wrapped her latest role – as the face of the newest cK fragrance, Downtown. The campaign will include TV spots directed by David Fincher (who has already directed her kicking ass in the movie The Girl With The Dragon Tattoo) and print ads shot by Jean-Baptiste Mondino – verrrrry nice.
It’s called Downtown as it’s a place identified with youthfulness, edginess and cool. The concept is about a young woman living in her own world, breaking away from the “expected,” according to Calvin Klein head honchos, who add that digital assets will include Instagram, Twitter and Facebook pushes.
Calvin Klein are experts in creating fragrances with that elusive ‘supercool’ factor, like unisex cKone – which is doubtless why they’ve chosen Rooney, with her slight hints of indie edginess combined with beautifully chiselled features and huge eyes – not one you’d imagine straightaway in a romantic rose garden advertising a girly perfume, but perfect in this context.
By launching the new women’s scent this summer, industry sources estimate that Calvin Klein could be cashing in to the tune of $120 million sales globally, according to WWD.
What will this Rooney-endorsed scent actually smell like, we hear you ask? The floral woody fragrance has 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. It’ll be available from July onwards, so you won’t have to wait too long to find out what it’s like . . . .