Balenciaga will soon have its own place in the Twilight. The brand has signed actress Kristen Stewart as the face of the newest Balenciaga fragrance for women.
This story first appeared in the January 13, 2012 issue of WWD. Subscribe Today.
Stewart, best known for her role as Bella Swan in the blockbuster movie saga, will represent a to-be-announced scent which is expected to be launched this fall.
“Balenciaga has always stood out to me,” Stewart told WWD on Thursday. “Even when I first began to consider fashion and admittedly rarely knew the brand I was wearing, I always recognized and loved Balenciaga. It feels full circle to be involved with something that spoke to me then and of course continues to excite me now. The brand is just cool. That’s the way it is. I feel drawn to it. It provokes on a number of levels. It isn’t afraid or contrived. It hits a very cool balance, always. Always pretty undeniable.”
Balenciaga creative director Nicolas Ghesquière called Stewart the muse for the new scent. “Kristen embodies the modernity of the new Balenciaga fragrance with her unique sensibility and intelligence,” said Ghesquière. “From her early appearance in ‘Panic Room’ to her independent choice of ‘Welcome to the Rileys,’ I’ve always sensed her progressive character. In 2006, I invited her to appear in a project shot by Bruce Weber. Since then, I’ve always wished to collaborate with her further, knowing that she shares the radical spirit of Balenciaga.”
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Added Isabelle Guichot, chief executive officer of Balenciaga: “Kristen is the perfect choice as she embodies Nicolas Ghesquière’s unique vision for the second chapter in our fragrance history.”
Charlotte Gainsbourg remains the face of Balenciaga Paris, the first scent from the house, which was launched in 2010.
“Kristen stood out as an evident choice for this new fragrance,” added Catherine Walsh, senior vice president of American fragrances for Coty Prestige, a division of Coty Inc. “She has a unique sense of style, quite original and chic in the way she mixes fashion elements. Her elegant modernity and innate rebel style perfectly match with the spirit of Balenciaga.”
Stewart noted that after a busy 2011, she’s taking a bit of time to relax. “My horizon is clear as of now (except for this!) in terms of new projects, which feels incredible,” she said. “I have finished three films I can’t wait to see come to fruition this year, ‘On The Road,’ ‘Snow White and the Huntsman,’ and ‘Breaking Dawn 2.’”