Marc Jacobs and Coty mark a decade of the fashion designer’s most iconic fragrance, Daisy with a Limited Edition bottle, plus a new global advertising campaign starring Kaia Gerber, the 15-year-old daughter of supermodel Cindy Crawford. “A daisy is a friendly flower, not precious, not exotic, but it evokes a spirit in a lot of women,” says Marc Jacobs of the inspiration behind his successful fragrance. The campaign was shot by Alasdair McLellan, a leading fashion photographer, who has taken a documentary approach, capturing the natural beauty of Gerber and supporting models Sofia Mechetner and Dilia Martins. McLellan shot the campaign entirely on film in Westlake, California to give it a ‘vibrant and authentic aesthetic’, says Coty, who adds that the new advertising stays true to Daisy’s core values of optimism, femininity, and free-spirited youth in an exciting new chapter. The fragrance remains the same; a classic blend of berries, white violets, jasmine and a dry down of Sandalwood.
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