Rooney Mara is the Face for New Calvin Klein Scent

Actress Rooney Mara is the face of Calvin Klein's newest scent Downtown.

"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," Mara told WWD. "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 campaign includes TV spots directed by David Fincher and print ads shot by Jean-Baptiste Mondino. The concept is a young woman living in her own world, breaking away from the mold.

Downtown will hit select counters in July then released in the U.S. in September. The target group for this fragrance is the 25 to 35 age group. "This group of consumers lives by its own rules," Catherine Walsh, senior vice president, American Fragrances for Coty Prestige said. "We've put together a superaspirational scent. Globally, consumers see downtown as a place they want to be. They identify it with youthfulness, edginess and cool."

"The launch of Downtown Calvin Klein is an exciting addition to our diverse and comprehensive fragrance portfolio," said Tom Murry, chief executive officer of Calvin Klein Inc. "This latest offering fuels the continued development and innovation that drives the Calvin Klein fragrance brand."

Dowtown will showcase the same sleek styling Calvin Klein is known for: a rounded bottle with a pop of fuchsia inside the hollowed-out cap. The packaging will feature clean, white lettering.