Rooney Mara is the face of Calvin Klein’s newest fragrance, Downtown Calvin Klein

IMAGE COURTESY CALVIN KLEIN

Rooney Mara has once again teamed up with David Fincher, but this time it’s for a campaign for Calvin Klein’s newest women’s fragrance, Downtown Calvin Klein. Described as a perfume for “women that live by their own rules,” Mara’s no-nonsense persona and demure, moody looks make her a natural choice for the face of the brand.

The perfume—which is described as a balance of feminine woodsy scents with soft floral notes—hits counters in July, just as the Fincher-directed campaign will debut on television screens across the country. Mara and Fincher have worked together on bothThe Girl With The Dragon Tattoo and The Social Network and the short film for Downtown Calvin Klein will have a similar cinematic appeal. The black and white campaign (which is set to Yeah Yeah Yeahs song “Runaway”) shows Mara traversing through New York City and “living in her own world, breaking away from the ‘expected.’”