Is this the scent of success Gwyneth Paltrow dazzles as new face of Hugo Boss' LBD-inspired fragrance
20:43 GMT, 10 May 2012
It seems that nobody impresses in a LBD quite like Gwyneth Paltrow does.
The 39-year-old mother of two has been named the face of Hugo Boss' new Boss Black fragrance.
The actress represents Boss Nuit Pour Femme, a women's scent that has been inspired by 'the elegance and sensuality of the little black dress,' according to WWD.
Star power: Gwyneth Paltrow, pictured above in a behind-the-scenes photograph from an upcoming campaign, has signed on as the new face of Hugo Boss' Boss Black fragrance
The German fashion house announced today that the London-based actress will star in forthcoming advertising campaign that, judging by the behind-the-scenes photograph above, will naturally feature her in a LBD.
The actress is shown in a one-shouldered design while her platinum blonde locks have been lightly waved in order to soften the dark look.
She said she was 'honoured' and 'very happy' to be chosen as the company's new face.
'To me, the Boss woman is driven, ambitious and goes after what she wants but she balances being strong and very feminine at the same time – characteristics that I strive towards in my own life.'
LBD queen: The dress is obviously her go-to wardrobe favourite, seen above in New York last week (left), at the Iron Man premiere in London in 2008 (middle) and a Louis Vuitton party in London in 2010 (right)
Her first contractual duty saw her attend the fragrance's launch at London's Sanderson Hotel today.
Gerd Von Podewils, the global marketing director for Hugo Boss Fragrances said in a press release that the actress was the perfect choice for the global brand.
'We are delighted to welcome Gwyneth Paltrow to the Hugo Boss family as the face of our new signature scent. She is the perfect complement to Boss Fragrances.'
The campaign will launch within the U.S. in August and then the rest of the world in September.
It is the second major brand endorsement made by the style icon this year.
Her second advertising campaign for Coach's heritage handbag range launched in January.