Rooney Mara may have had a reluctant relationship with fashion in the past (she once said, “I didn’t try to be a style icon. I’m just not that interested in that world.”), but now she seems to have fully embraced it. First came her stint as the 2013 Met Gala co-host, and now she’s just landed her first ever high-profile campaign.
Mara is the face of a new Calvin Klein fragrance called Downtown, WWD is reporting. “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 the trade. “It’s an honor to be part of a brand with such a legacy of breakthrough advertising.”
The print ads were shot by Jean-Baptiste Mondino and TV spots directed by David Fincher, who also directed Mara in The Social Network and The Girl With the Dragon Tattoo.
Downtown, a woody floral scent which will be produced by Coty Prestige, launches this summer; prices range from $19 to $80. The target customer for this “superaspirational” scent? Twenty-five to 35-year-olds. “Globally, consumers see downtown as a place they want to be,” Coty exec Catherine Walsh told WWD. “They identify it with youthfulness, edginess and cool.”
Which is pretty much Rooney Mara in a nutshell, right?