NEW YORK — Guerlain has signed two-time Oscar winner Hilary Swank to be the face of its as-yet-unnamed fall fragrance.
Swank also will be the muse for the brand, which is expected to be in stores in September. The actress might be paid $3 million to $5 million over the life of the three-year contract, said a market expert, who spoke on condition of anonymity. Guerlain did not disclose financial terms.
Guerlain plans both TV and print advertising featuring Swank, who won best actress Oscar awards for "Boys Don't Cry," and, last year, "Million Dollar Baby." The first print ads likely will break in September and October fashion, beauty and lifestyle magazines worldwide; TV spots are expected to begin running as the scent launches in September.
"Hilary Swank is an extraordinary woman full of beauty and passion," Renato Semerari, global president and chief executive of Guerlain, said in a statement. "She is bold and confident, yet full of emotion and truly genuine. It is this remarkable spirit that appealed to the directors of Guerlain."
Pamela Baxter, president and ceo of parent company LVMH Perfumes & Cosmetics, North America, described the actress as "credible and unconventional."
"She has never taken the easy way out," Baxter said. "She's not known for sexy and girly girl roles. She has incredible depth, and that was important to us. Guerlain has a rich history — it has never been a sex-bomb brand. This is a new image for Hilary, and for us."
The announcement confirmed a WWD report.
Swank appeared last year in an ad series for Calvin Klein's Sensual Support underwear brand and also has served as the Entertainment Industry Foundation's ambassador to Saks Fifth Avenue's annual Key for the Cure campaign.
The strategy of signing top actresses to add sex appeal to beauty brands has become a market strategy for many prestige names. In January 2004, Guerlain signed model Patti Hansen and her daughters with Keith Richards, Theodora and Alexandra Richards, to promote Shalimar Light (the trio are no longer under contract), while sister brand Dior signed Charlize Theron as the face of its J'Adore fragrance in August 2004, and last May inked a deal with Elvis Presley's granddaughter, Riley Keough, to be the face of its Miss Dior Cherie scent. Last fall, Sharon Stone was named as the face of Dior's Capture Totale skin cream. Her ads are slated to begin appearing in March magazines in the U.S.Swank will next appear in "Black Dahlia," a Brian De Palma film that also features Scarlett Johansson and Josh Hartnett. She is in production on "Freedom Writers," the story of Erin Gruwell, an idealistic teacher who began her career teaching at-risk children.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast