Rooney Mara face of new DOWNTOWN Calvin Klein fragrance

Academy Award nominated actress Rooney Mara will be featured in the worldwide advertising campaign for DOWNTOWN Calvin Klein, the latest women’s fragrance from the brand, available this September.


Fragrance notes: Italian lemon, bergamot, Tunisian neroli, green pear, plum, gardenia petals, pink pepper, violet leaves, Texan cedar, incense, vetiver, musk.

NEW YORK, NY, MAY 17, 2013 – Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH] and Calvin Klein Fragrances, a division of Coty Inc., today announced that Academy Award® nominated actress Rooney Mara will be featured in the new worldwide advertising campaign for the brand’s latest women’s fragrance, DOWNTOWN Calvin Klein, which will debut in July 2013.

The DOWNTOWN Calvin Klein advertising campaign depicts authentic individuality through a cinematic portrayal of a confident, urban woman. World-renowned director David Fincher created the black-and-white television campaign, which tells the story of a young woman living in her own world, breaking away from the ‘expected.’ Set in New York City, the short film portrays the multi-faceted life of a globally recognizable actress who always remains true to herself.

“DOWNTOWN Calvin Klein is a fragrance for women that live by their own rules,” said Catherine Walsh, Senior Vice President, American Fragrances, Coty Prestige. “This campaign captures a woman with an original ‘downtown’ mindset – she leads a lifestyle that is authentic and defies expectations. We were thrilled to work with Rooney Mara for this campaign; her individuality and formidable talent resonate with the incredible legacy of women who have been captured in Calvin Klein advertising over the years.”

“The launch of DOWNTOWN Calvin Klein is an exciting addition to our diverse and comprehensive fragrance portfolio,” said Tom Murry, Chief Executive Officer, Calvin Klein, Inc. “This latest offering fuels the continued development and innovation that drives the Calvin Klein Fragrance brand.”

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.

The DOWNTOWN Calvin Klein television campaign was directed by Mr. Fincher with consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’s in-house advertising agency. The television campaign features the track ‘Runaway’ from the Yeah Yeah Yeahs. The print campaign was also directed by Mr. Baron, and was shot by acclaimed photographer Jean-Baptiste Mondino.

Ms. Mara rose to international fame for her portrayal of Lisbeth Salander in the Hollywood version of The Girl with the Dragon Tattoo (2011), which was directed by Mr. Fincher. For the role, Mara was recognized by the National Board of Review for Breakthrough Performer and nominated for a Golden Globe and Academy Award for Outstanding Lead Actress. She previously appeared in The Social Network (2010), also directed by Mr. Fincher, as well as in the Steven Soderbergh film Side Effects (2013), alongside Jude Law and Channing Tatum. This August, Mara portrays a wife and mother coping with the imprisonment of her husband in the 2013 Cannes Film Festival entry, Ain’t Them Bodies Saints (2013). She recently wrapped production on the Spike Jonze film Her and the Untitled Terrence Malick film opposite Ryan Gosling, Cate Blanchett and Natalie Portman.

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