Marc Jacobs Fragrances unveils a new worldwide advertising campaign for the iconic Daisy Marc Jacobs fragrance. Kaia Gerber will reprise her role as the face of the brand in the stunning new campaign that recaptures the purity of the beginning, taking Daisy back to verdant fields of blooming florals.

“It’s so exciting to rejoin my Marc Jacobs Fragrances family for the new Daisy campaign” said Kaia. “It was special to be back in the floral fields like in my first campaign. Daisy always makes me feel happy and full of joy. When I wear it, I am instantly transported to a blissful place.”

Shot entirely on film, the campaign captures vibrant and romantic imagery that effortlessly transports the viewer into the beautiful, sunny and optimistic world of Daisy. It features Kaia Gerber and supporting models Adut Akech and Meghan Roche sharing carefree moments under a bright blue sky. The campaign was shot in a lush field of wild daisies by renowned fashion photographer Alasdair McLellan with creative direction by Katie Grand. The television campaign includes the track “Cheree” by the London band Suicide.

“For over a decade, Daisy Marc Jacobs has captured hearts around the world with its charmingly simple yet elegant scent, and has become a bestselling female fragrance,” said Erwan LeBerrigaud, Vice President of Global Marketing, Marc Jacobs Fragrances, Coty Inc. “The new campaign is a celebration of the core brand values of sisterhood and optimism. We are thrilled to continue working with Kaia, as she perfectly embodies the timeless, bright, and youthful spirit of Daisy.”

Created by Master Perfumer Alberto Morillas of Firmenich in 2007, the radiant floral fragrance opens with a luscious burst of juicy wild berries and soft white violets. At the heart, velvety jasmine warms to a sensual and romantic dry down of sandalwood for a lingering finish. Daisy Marc Jacobs is a refreshing reminder to infuse positivity into the every day.

The new campaign will be available worldwide from March 2020 onwards.