Haley Bennett fronts new Chloe campaign

Actress Haley Bennett is the new face of Chloe perfume.

The Music and Lyrics star will front a campaign for the brand’s signature women’s fragrance, which is celebrating its 10th anniversary this year (17). Her role follows on from other famous women who have promoted the perfume, including Chloe Sevigny, Clemence Poesy and Dree Hemingway.

“It’s an honor to be a part of the Chloe journey and its legacy,” 29-year-old Haley told WWD.

“I remember digging through my mother’s closet and looking at her beautiful frocks, and seeing this iconic emblem that said ‘Chloe’. It just struck a chord with me.”

Simona Cattaneo, chief marketing officer of the fragrance’s licensee Coty Luxury, dubbed Chloe’s new muse as the perfect person to embody the “femininity and grace” of the product and label. Haley’s advertisements will drop in time for fall 2017.

Meanwhile, Chloe president Geoffroy de la Bourdonnaye spoke about how the brand's founder Gaby Aghion influenced the brand’s unique message, explaining: “The Chloe girl - by definition - is not every woman. She is a woman who dares to be herself... Without any artifice.”

Haley too looks up to Gaby and is in awe of how the late fashionista paved a pioneering path into the world of ready-to-wear garments with her affordable, yet chic, offerings.

“I’ve always loved this philosophy. My mother was a working woman, and so it makes sense now to me, as a (working) woman myself, why she would be drawn to Chloe,” The Magnificent Seven star added.

Chloe recently tapped Natacha Ramsay-Levi as its new creative director following the exit of Clare Waight Keller, who joined Givenchy in March (17), and Coty president Edgar Huber noted his company is looking forward to working with the new addition.