Kathryn Bigelow will direct the advertising campaign for Chanel’s latest men’s fragrance and Chloe Moretz has been named MaxMara’s 2012 Face of the Future.
The Academy Award-winning director has been snapped up by the brand to create the film promoting Allure Homme Sport Eau Extreme, starring professional surfer Ben Fuller and the company revealed they chose her because of her affinity with the sport.
Christine Dagousset, executive vice president of fragrance and beauty at Chanel, told WWD, “Kathryn Bigelow has an amazing vision and ability to direct action-filled moments. In addition to ‘The Hurt Locker,’ she also directed the surf film ‘Point Break.’ She was the best person to direct this type of campaign, especially because of her affinity for the sport of surfing. Because Allure Homme Sport Eau Extreme is the extreme version of the classic Allure Homme, the new concentration was meant to be more edgy, avant-garde and take more risks. This campaign does, as well.”
Christine added that rather than affecting sales of Allure Homme and Allure Homme Extreme by adding a new fragrance, Allure Homme Sport Eau Extreme actually increases sales of both.
She said, “It’s actually also a great opportunity to put a new light on Allure Homme, in addition to Allure Homme Extreme. We don’t want to cannibalize Blue, so we are very carefully positioning Allure Homme and Blue in different ways. It’s not about launching and leaving. It’s about adding to the collection and boosting the business.”
The 15-year-old actress will be honored by the label at an awards ceremony in Beverly Hills in June and she follows in the footsteps of Katie Holmes, Zoe Saldana and Emily Blunt.
Criteria for The Women in Film, MaxMara Face of the Future Award includes “an actress experiencing a turning point in her career” and “embodiment of style and grace”.
Despite her tender age, Chloe is renowned for her style and recently revealed she strives to look “flirty” yet age appropriate on the red carpet.
The ‘Hugo’ star loves dressing up for film premieres and events but admitted she relies on a stylist to ensure she dresses her age.
She said, “It’s all up to my stylist, Nell Kalonji. I owe it to her for everything she pulls for me and puts together for me. [I] have to be very age appropriate, but at the same time flirty and chic and young.
“I definitely keep it safe because I’m not that kind of girl. I’m not risque – I’m very normal and grounded. So I definitely don’t want to get older when I have a lot of time to do that.”
