Oscar-nominated actress Rooney Mara is the face of the new Calvin Klein fragrance, DOWNTOWN, which will launch in stores in September and is available at Macy’s for pre-sale right now.
The company touts the new scent -- a balance of feminine woods with soft floral notes – as having an “unexpected edge.” And who could be edgier than Lisbeth Salander, the complicated, counterculture character Mara played in the Hollywood version of “The Girl With the Dragon Tattoo”? It's a good fit and we like it.
Along with moody print advertising comes a captivating 60-second black and white commercial that portrays Mara as alternately urban cool (brooding in a black leather jacket riding a subway) and sweetly coquettish (smiling in a pretty dress, petting a puppy). The spot was directed by David Fincher, who established a close working relationship with Mara when he directed “Dragon Tattoo.” His other works include “Fight Club,” “The Curious Case of Benjamin Button” and “Social Network.”
In a statement, Catherine Walsh, the senior vice president of American fragrances, Coty Prestige, said, “DOWNTOWN Calvin Klein is a fragrance for women that live by their own rules. We were thrilled to work with Rooney Mara, her individuality and formidable talent resonate…”
Will you go DOWNTOWN? For pre-order of the fragrance which runs from $27 for a small mist to $80 for an eau de toilette spray go to: Macys.com: http://bit.ly/12VVpRw