Calvin Klein is releasing a new fragrance, “Downtown” featuring Rooney Mara as the face of the campaign as photographed by Jean-Baptiste Mondino and TV spot shot by David Fincher and inspired by a young woman living in her own world, breaking away from the “expected.”
Sharing with WWD, Mara said:
“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. It’s an honor 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.”
The new fragrance is aimed at consumers between 25 to 35 and is noted as being a floral woody scent, concocted by Givaudan working with Ann Gottlieb. Featuring 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.
The rounded bottle has a pop of fuchsia inside the hollowed-out cap, and the color is followed through to outer packaging, with a sleek white typeface.
Available as an Eaux de parfum in four sizes and a body lotion, body wash and body mist.
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