Actress Rooney Mara has been named as the face of Calvin Klein’s new fragrance Downtown. This will be Mara’s first big campaign and although she previously said she wasn’t interested in the fashion world or being “a style icon”, she did say “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”
Named after New York’s “cool downtown district”, the perfume Downtown has a target audience of 25 to 35 years old, and ranges from green pear and watery plum, to pink peppercorn and velvet musk aromas.
The perfume isn’t going on sale till September, but Mara’s ads are already done with black and white imaging and the actress looking innocently into the camera. When talking about the campaign Mara said “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 Klein brand.”