Monday, June 23, 2014

Alicia Keys Dazzles In Gold As The Face Of Givenchy’s Newest Fragrance

First campaign: Alicia Keys stars in ads for Givenchy's new fragrance Dahlia Divin, marking her first beauty campaign
The singer says she feels it is important for women of varied sizes and races to appear in major campaigns like these, in order to promote an idea of diversified beauty 

Alicia Keys has been announced as the face of Givenchy’s newest fragrance, marking the singer’s first beauty campaign.

Ms Keys, 33, will star in TV and print advertisements for the brand’s forthcoming Dahlia Divin perfume, which will be released globally this September.

The singer, a mother of one, shares a longterm friendship with Givenchy creative director Riccardo Tisci. She told WWD of the designer: ‘Spiritually we’re a lot alike. The fashion world can make you a little soulless. So when I met him, it was nice to see that he’s really soulful.’

Prior engagement: Ms Keys previously collaborated with Mr Tisci in 2011 on costumes for concerts celebrating the decade anniversary of her first album (pictured)
The two first worked together in 2011 on a project celebrating the tenth anniversary of Ms Keys’s first album, Songs in A Minor, when he created costumes for four celebratory concerts.

Mr Tisci also designed the gilded dress worn by Ms Keys in his fragrance's ads, which will begin running Stateside in the September editions of various fashion magazines.

The campaign - photographed by highly-regarded lensman Tim Walker – holds an added meaning for Ms Keys.

She feels that it is important for women of varied sizes and races to appear in major campaigns like these, in order to promote an idea of diversified beauty.

‘It seems that only one type of beauty is seen as beautiful. I think it’s very important that we stretch that concept and the way that it’s viewed,’ she said, adding: ‘The biggest mistake is to think that beauty is physical. Beauty is so internal, and it’s about who you are and what you believe in, what you stand for.

‘That’s what makes you beautiful. I think that’s really important to infuse into the conversation in the beauty world. I would like to see different representations of what beauty is. I’d like to see women with a little more voluptuousness.

'There’s no way in the world that we’re all a size 2, and people beat themselves up if they’re not small enough or light enough or dark enough or skinny enough. It’s tricky to navigate that. Also, I don’t think we’ve all been encouraged, as women, to really speak out. If we’re really opinionated, or very knowledgeable or very wise, suddenly it’s like, “Oh, she’s bitchy, she thinks she knows it all.”’

Ms Keys, who has been married to hip-hop artist Swizz Beats since 2010, described Givenchy’s new scent as ‘grounded, but still has a feminity that is very earthy, and I love that,’ she said.

Grounded: Ms Keys (shown with husband Swizz Beats at January's Grammy awards) says that she and Mr Tisci get along because they share a similar spirit
Dahlia Divin is layered in floral and earthy notes that include jasmine, patchouli, vetiver, sandalwood, and Mirabelle plum.

Ahead of its release, Givenchy projects that Dahlia Divin could top $100million in sales in its first year on store shelves.


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