Branded: Rooney Mara Fronts Calvin Klein’s New Fragrance

Francisco Costa Rooney Mara - P 2013
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The "Side Effects" star will team up with director David Fincher on TV spots for Calvin Klein's latest scent.


Nothing gets between Rooney Mara and her Calvins. The actress, who has been a fixture in recent years at the brand’s runway shows, attended its IFP Women in Film party at Cannes on Thursday night and frequently wears creative director Francisco Costa’s minimal, architecturally-inspired designs (most notably on the February 2013 cover for Vogue), has just been appointed the face of his new scent, called Downtown, which hits stores this July.

“It's an honor to be part of a brand with such a legacy of breakthrough advertising,” Mara told WWD. “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.”

A mix of feminine and musky, the scent is inspired by New York City’s downtown hotspots and will be available in four sizes—a roller ball ($19), 1 oz. ($45), 1.7 oz. ($65) and 3 oz. ($80).

Downtown not only offers Mara the opportunity to shine in her first major print ad campaign, but also on the small screen: the raven-haired beauty is slated to team up with her Girl with the Dragon Tattoo director David Fincher on TV spots for the fragrance. Seeing as Fincher guided Mara towards a coveted Best Actress Oscar nomination during their last collaboration in 2012, there’s no telling where this one might lead.