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Rooney Mara Lands a Downtown Gig for Calvin Klein

Using the word "downtown" as a adjective is tricky, especially since it means something different to everyone who reads it. Like, now that I live in NYC, "downtown" to me is synonymous with life below 14th Street, an concrete jungle of young creative professionals who wear jeans to work and don't brush their hair—but when I was growing up near the Pennsylvania border, "downtown" was a two-block stretch of Main Street that claimed "Soulful Cup," our one indie coffee shop, as its biggest attraction. And chances are your "downtown" isn't like either of those things. So yeah, it can be confusing.

It's because of this wide net of definitions that Downtown was a risky name choice for Calvin Klein's forthcoming new fragrance, just announced on WWD this morning and set to debut in September. But coupled with its first campaign face, Rooney Mara, I think people are going to get it, whether their idea of "downtown" is a booming metropolis, a scenic landscape or something in between. The actress, who's made it big by epitomizing the sexy, urban, moto-jacket-wearing version of "downtown" on both the big screen and the red carpet, says worlds more about the scent than its befuddling name. So even if we don't all live in a place where "downtown" means smudgy eyeliner and $18 cocktails after work, now we can all smell like it.

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