Rooney Mara officially announced as next face of CALVIN KLEIN DOWNTOWN perfume

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 October 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.

DOWNTOWN Calvin Klein Advertising Campaign featuring Rooney Mara

Mr. Fincher is an award-winning film, television and music video director known for his dark and stylish thrillers, with some of his most iconic films including Alien 3 (1992), Seven (1995), The Game (1997), Fight Club (1999), Panic Room (2002), and Zodiac (2007). He received Academy Award nominations for Best Director for The Curious Case of Benjamin Button (2008) and The Social Network (2010), for which he also won Golden Globe and BAFTA awards for Best Director. His most recent film, The Girl with the Dragon Tattoo (2011), established a close working relationship with Ms. Mara.

Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear.  Product lines under the various Calvin Klein brands include women’s dresses and suits, men's dress furnishings and tailored clothing, men’s and women's sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture). For more information, please visit

Coty was created in Paris in 1904 by François Coty, who is credited with founding the modern fragrance industry. Today, Coty Inc. is the new emerging leader in beauty with annual net sales of $4.5 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed a portfolio of notable brands that compete in all key distribution channels across both prestige and mass markets, and in over 130 countries and territories. Coty Inc.’s top 10 brands include such globally recognized brands as adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, philosophy, Playboy, Rimmel and Sally Hansen. For additional information about Coty Inc., please visit

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IMAGE CREDIT: (c) 2013 Michael Bowles


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