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Multi-award-winning actress, theatre director and UN goodwill ambassador, Cate Blanchett is the ultimate modern role model.

She also plays beauty muse for Giorgio Armani as the first global beauty ambassador of the house, a role which sees her currently communicating the story of Sì fiori, a new eau de parfum launching this month.

Synonymous with the Sì fragrance since its inception in 2013, Blanchett, 49, says she prefers not to be seen as its ‘face’.

“Being the so-called ‘face’ of this fragrance – I think I’d prefer to say ‘the spirit’ of this fragrance – so being this Sì ‘spirit’ is all about creating an atmosphere in which I can inhabit a myriad of different states.” She adds, “Being a Sì woman isn’t a static thing – it’s full of flow: joy, apprehension, excitement, desire, risk and frivolity. And love, bien sûr!” Keep reading »

Cate Blanchett appears in the newest ad campaign for Giorgio Armani’s Sì fragrance franchise, including a film lensed by Fleur Fortuné. Just prior to its release in early February, Blanchett shared with WWD some thoughts on perfume and acting.

WWD: How would you describe the Sì fragrance woman?

Cate Blanchett: The Sì woman — a woman I myself aspire to be — is adventurous, full of emotion, open to the world and experience, and comfortable in her own skin.

WWD: How does being the face of a fragrance differ from playing a role in a film?

C.B.: Being the so-called “face” of this fragrance — I think I’d prefer to say “the spirit” of this fragrance. So being this Sì “spirit” is all about creating an atmosphere in which I can inhabit myriad states. Being a Sì woman isn’t a static thing — it’s full of flow: joy, apprehension, excitement, desire, risk and frivolity. And love, bien sûr!

WWD: What are some early memories of perfume?

C.B.: The home of my childhood was always fragrant — a house full of women! Lavender, freesia, firewood, the smell of the sea, of whatever was cooking. I remember my grandmother always smelling of violets and my mother of citrus. Fragrance, like music, always lifts my spirits.

WWD: What do you like in a fragrance?
Keep reading »

Everyone celebrates Christmas a little differently. Some people like to throw ugly sweater parties; others like to blow past the season without giving it a second thought. A new campaign from retailer David Jones starring actress Cate Blanchett gives viewers a glimpse into what the holiday brings for people in Australia. You might find it’s not so different from your own celebrations.

The spot from TBWA in Sydney opens with Blanchett asking, “How do you Christmas?” As the spot unfolds, the viewer sees a whole host of ways people prepare for the holidays. It starts off pretty tame but quickly escalates to pretty out of control. Keep reading »

Cate Blanchett is lots of things we’d like to be: elegant, witty and the owner of a truly remarkable pair of cheekbones. As the face of Armani’s alluring, feminine ‘Si’ scent, she’s wowed us time and time again in chic campaign visuals, so we were pretty excited to get a sneaky peek behind the scenes at how the magic happens.

Armani have shared with us a video, showing us Cate getting ready, being photographed and having plenty of giggles with her co-star. Looks like a fun day at work…

Armani Si is £44 for 30ml and available from September 1st. [Source]

si Australian actress Cate Blanchett is continuing her role as the face of the Giorgio Armani fragrance Si with a new campaign set to launch in September.

Giorgio Armani has revealed behind-the-scenes images of the campaign, which will be out on September 13.

Filmed in Australia, the new campaign was helmed by the Iranian-American director Massy Tadjedin and is intended to depict a woman who is authentic, strong, passionate and accomplished.

Tom Munro is behind the print campaign. [Source]




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