09.07.13 Advertising

Rooney Mara for Calvin Klein ‘Downtown’ Fragrance

Rooney Mara Downtown Calvin Klein

Having sat front row at Calvin Klein shows and taken to the red carpet in the brands minimalist threads, I am not surprised that Rooney Mara is the face of Calvin Klein’s new fragrance, ‘Downtown’.

The ‘Downtown’ Calvin Klein fragrance balances feminine woods with soft floral notes that make it confident and modern with a unique signature and an unexpected edge. Sounds very much like Rooney herself.

Jean-Baptiste Mondino shot the print campaign; plus there is a moody film directed by David Fincher, who is known for his dark and stylish thrillers, including ‘Alien 3′, ‘Seven’, ‘The Game’ and ‘Fight Club’ to name a few.

Rooney 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.”

Credit: Calvin Klein

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10 Responses to Rooney Mara for Calvin Klein ‘Downtown’ Fragrance

  1. EmmaWoodhouse July 9, 2013 at 16:15 #

    She reminds me of Audrey Hepburn. Love the commericial.

  2. Christine July 9, 2013 at 16:17 #

    Not surprised by this partnership. So far, so good.

  3. javier July 9, 2013 at 16:32 #

    It’s not a surprise to see her working with CK, as she is a loyal of the brand.

    She looks absolutely stunning in the video.

  4. Yeliz July 9, 2013 at 16:41 #

    Such an amazing film. I like this collaboration.

  5. Bernadette July 9, 2013 at 17:07 #

    One of the best campaigns in a long time. love the film. it brings all the different sides of a modern woman together!

    • Fiona-Brasil July 9, 2013 at 20:27 #

      +1

  6. kc July 9, 2013 at 17:21 #

    If only she would look like this all of the time, instead of insisting on that stupid goth thing she likes….

  7. KatieKate July 9, 2013 at 17:36 #

    I liked the film also, but am not impressed by the print ad. The styling is very blah, and her hair….the bottle is far prettier here.

  8. kane July 10, 2013 at 05:49 #

    I’m in awe of the portrait, she looks so stunning–Audrey’s a good call indeed! And the moment in the clip when she smiles feels like such a novelty compared to her ‘timid fawn’ persona on the red carpet. I’m not too impressed with the commercial though: it’s too much of your typical advert for a perfume centering on flashlights from celebrity life, stylised and in slow mo, yawn.

  9. Namel July 10, 2013 at 15:49 #

    She looks gorgeous in the ad and i agree with kane about the moment when she smiles. The film was good but i expected more.

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