Supermodel Claudia Schiffer becomes new face of Elizabeth Arden fragrance

MILAN, Italy Elizabeth Arden has signed supermodel Claudia Schiffer as the face of a new fragrance from Alberta Ferretti.

In January 2008, Elizabeth Arden entered into an exclusive, long-term global licensing agreement with AEFFE S.p.A. for the development, marketing and distribution of fragrance, cosmetic and skin care products with Alberta Ferretti. The fragrance and the campaign will debut in Europe in fall 2009.

"We believe we have created a fragrance that expresses the brand values that emanate from Alberta's rich creative experience," stated Ron Rolleston, EVP global marketing for Elizabeth Arden. "It was important that we stay true to those values in selecting a face for this sophisticated new fragrance. In Claudia Schiffer, we have found an ideal visual representation for the brand,"

Creative director Alex White collaborated with Alberta Ferretti on the concept for the campaign, which was shot by photographers Mert & Marcus.