Eva Mendes has been named the face of Angel by Thierry Mugler.
This story first appeared in the March 17, 2011 issue of WWD. Subscribe Today.
Mendes will begin appearing in advertising for the scent in September worldwide. She replaces Naomi Watts, who had served as the face of the brand since 2008. Mugler is known for switching faces for its Angel ads every few years, a strategy it has followed since the scent launched in 1992.
“While Naomi Watts’ ethereal beauty embodied the angelic aspect of the fragrance, Thierry Mugler chose to reignite the enticing and explosive dimensions of the fragrance with the sultry Mendes,” the company stated, adding “though her obviously flawless physical beauty is in perfect harmony with the artist’s aesthetic canon, Ms. Mendes mesmerized Mugler with her independence, determination and humor.”
Mendes appeared as the face of Calvin Klein’s Secret Obsession scent beginning in fall 2008.
When Angel launched, the brand was represented by Estelle Lefébure, who appeared in ads perched atop a New York skyscraper, wearing a black suit and enveloped in a blue muslin scarf. Jerry Hall took over in 1995, dressed in a silver gown and posed on the dunes of White Sands National Park in New Mexico. In 1998, Amy Wesson posed as a crystal angel, echoing the scent’s star-shaped bottle. Next was Anna Maria Cseh’s portrayal in 2003, surrounded by the chaos of night, protecting her perfume.
In 2006, Angel ads featured Bianca Balti, hypnotized by her own reflection after having put on the fragrance and, in 2008, Watts appeared in a campaign intended to represent a contemporary fairy tale, picturing the actress holding the bottle above her head and gazing at it.