As the fragrance turns 10, Marc Jacobs taps Cindy Crawford’s daughter, Kaia Gerber for a new campaign.

 

If you haven’t heard about Marc Jacobs‘ now iconic Daisy perfume, we’d say you were kidding. It’s been around for, oh, only about 10 years now and at some point, everyone took home a bottle Daisy, if not for its cute packaging, then for its fresh fruity strawberry, grapefruit, jasmine and violet blend that helps us feel like it is eternally summer.

As the fragrance turns 10, Marc Jacobs taps Cindy Crawford’s daughter, Kaia Gerber for the Daisy campaign. This is Kaia’s first campaign for the brand after being announced as the face of Marc Jacobs last September.

#mjdaisy

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Kaia said,”I’m thrilled to be the face of Daisy Marc Jacobs; the campaign is playful and light-spirited, and that is exactly the way I feel most days. Continuing, “This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember.”

Shot in a field of daisies, 15 year old Kaia is joined by models Dilia Martins and Sofia Mechetner, exuding a sunny young exuberance that’s the core spirit of the fragrance. They are photographed all dressed in white with tousled hair by Alasdair McLellan. They are young, they are free, a sentiment they drill home by being pictured frolicking around and braiding each other hair underlined by a carefree vibe. W marcjacobs.com

Images: Courtesy of Marc Jacobs