After wearing Franciso Costa’s design for Calvin Klein recurrently since late 2011, attending fashion shows and even seen on the February cover of Vogue in the S/S 2013 collection, the actress Rooney Mara has finally settled for a contract with the brand as the new face of its new fragrance called Downtown. The fragrance comes out in July, and is marketed for women between 25-35 who ”see downtown as a place they want to be” and “identify it with youthfulness, edginess and cool.”, requirements of which Miss Mara certainly is a representation for with the leather jacket and subtle eyeliner. Besides the black and white print ads shot by Jean-Baptiste Mondino, she will front a set of tv commercials directed by her former director David Fincher.

In celebration with the opening of Saint Lauren’t new Avenue Montaigne flagship store in Paris, the house released a ”permanent collection” which will be available in stores and online all year long. It basically comprises all of the characteristic pieces (equivalent to the best sellers) from the brand’s newly developed aesthetics, including Le Smoking, a leopard print coat, a duffle bag, blouses in black and white and a motorcycle jacket. Because of Hedi Slimane’s past in photography, he captured Freja Beha Erichsen for the ad campaign (which surely won’t be permanent however), wearing the classics in the marble store of Saint Laurent.

Actress Amanda Seyfried has landed her first fashion campaign, as the face of Givenchy’s fragrance Very Irréstistable, and is thereby replacing Liv Tyler in the role according to WWD. Visiting the autumn/winter 2013 show in March and wearing a golden embroided lace dress from Givenchy haute couture to the Golden Globes, Seyfried has proved to be a Givenchy fan. She apparently expressed the words Fuck yeah when she was asked.

The campaign ads which will break in the October issues were recently shot alongside a commercial, but is however already out for inspection.

Alexander Wang first campaign as creative director for Balenciaga puts craft and details in focus portrayed in a cinematic scenery is by Steven Meisel, with Kristen McNemany starring anonymously. Although the facial expression is omitted in the photo, the imagery including the clenched fist channels plenty of emotion, “in contrast to the austerity bestowed in the show”, Alexander Wang told WWD. The ads will start running in a range of June magazines.

Beyonce is a tropical beauty in this H&M bikini campaign for the summer of 2013. The photos are taken by the famous Amsterdam duo Inez van Lamsweerde and Vinoodh Matadin. The two studied fashion design together 25 years ago, changed course, and has ever since captivated the fashion business with their photography. There is always a notorious and sensual feel to the photos they take, and this campaign is no exception. Beyonce looks like perfection in head turning swimwear in bright colours and patterns with a bohemian feel.

Photos courtesy of H&M
By Simone Brenemark Molvidson