PARIS — Parfums Givenchy is putting a new face forward.

Liv Tyler will be the next "muse" for the LVMH Moët Hennessy Louis Vuitton-owned firm and will appear in the advertising campaign for its new women’s scent, due out in September.

Parfums Givenchy’s list of actresses-cum-muses includes Audrey Hepburn and, currently, France’s Lou Doillon.

"We have a link with cinema," said a Parfums Givenchy spokeswoman, who added that the house has also had a long-standing France-U.S. connection.

The spokeswoman said in Tyler there is a spontaneity and "modern charm," qualities that are "very Givenchy."

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