Kaia Gerber is the new face of Marc Jacobs Daisy

Kaia Gerber, daughter of supermodel Cindy Crawford, makes her perfume debut with Marc Jacobs

Coty Inc. announced today that model (and supermodel progeny) Kaia Gerber will be the new face of Daisy Marc Jacobs. The new worldwide advertising campaign is launching in April 2017 and includes new images and films for the brand. The new imagery is captured entirely on 16mm film, therefore resulting in a “candid and imperfect effect,” according to a press release. Shot by fashion photographer Alasdair McLellan, expect to see plenty of blue skies, ethereal fields and Kaia, accompanied by a few other impossibly good-looking models.

Marc Jacobs Daisy

The perfume line, known for its youthful vibrancy and fun, optimistic ads is a great fit for Gerber. Originally launched in 2007, and therefore celebrating its 10th birthday this year, Daisy was an immediately popular scent for women and girls due to the sweet floral concoction created by Alberto Morillas. Carefree, whimsical and young at heart, we’re happy to see the perfume’s identity maintained by appointing Gerber.

Kaia Gerber

In recent years Kaia Gerber has made a name for herself outside of her very famous supermodel mother Cindy Crawford. She won the Breakthrough Model of the Year award in 2016 at the Daily Front Row fashion media awards. To top it all off, Kaia is pretty much the spitting image of her mother. In a press statement, Gerber said, “the campaign is playful and light-spirited, and that is exactly what I feel most days.” This is a perfect fit for Gerber’s first fragrance campaign as it highlights her youthful spirit. (And her actual youth—she is only fifteen.)

Keep an eye out for the new campaign launching this month.