Women’s Wear Daily
04.18.2014
fragrance
fragrance

Evan Rachel Wood to Front New Gucci Fragrance

The Gucci deal is Evan Rachel Wood’s first perfume campaign.

fragrance/news
Evan Rachel Wood

Evan Rachel Wood

Photo By Steve Eichner

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MILAN — Gucci said Tuesday it tapped actress Evan Rachel Wood as the face of its forthcoming new women’s fragrance.

The 21-year-old American actress joins fellow actor James Franco, who fronts Gucci’s men’s fragrances.

The Gucci deal is Wood’s first perfume campaign.

“I chose Evan Rachel Wood as she has very strong character,” said Frida Giannini, Gucci creative director. “She’s young, but rising and [an] influential figure. I didn’t want to offer this project to someone overexposed or too well known. Instead, I wanted a fresh individual that would coincide with the image of the project.”

Exact details about Wood’s debut for the brand have yet to be divulged.

Wood earned critical praise for her powerful performance as Mickey Rourke’s estranged daughter in Darren Aronofsky’s 2008 film, “The Wrestler.” She also appeared as Melody in Woody Allen’s “Whatever Works.” Her career success and appeal to a young demographic also piqued Giannini’s interest.

“Evan Rachel Wood is such a talented and beautiful actress,” said Giannini. “I have always admired her confidence and her ability to transform herself in front of the camera. Even though she can appear shy at times, when the camera starts rolling, she becomes animated and vivacious. She is incredible, very sexy, and her eyes and face really attract the people of her generation.”

Wood continues with a jam-packed work schedule. She has just wrapped Robert Redford’s “The Conspirator,” and is filming the HBO depression-era miniseries “Mildred Pierce” alongside Kate Winslet. This summer, she will reprise her role as Queen Sophie-Anne Leclerq in the HBO series “True Blood.”

Already a Hollywood veteran, she made her film debut in 1998 in “Practical Magic” with Sandra Bullock and Nicole Kidman, and received a Golden Globe nomination in 2004 for Best Actress in a Drama for her role in indie film “Thirteen.”

Wood is no stranger to the Italian fashion label. She has sported Gucci dresses to a number of red-carpet Hollywood events, including the Fashion Group International’s annual Night of Stars in New York in 2009, where she wore a one-of-a-kind Gucci evening gown.

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