The ‘Transparent Soul’ rocker has been chosen to front the campaign for the luxury perfume brand as they want to appeal to a younger audience.
The 20-year-old star singer, Willow Smith, who is the doughter of Hollywood couple Will and Jada Pinkett Smith – hailed the brand for making that comes with a “powerful message of kindness, hope and joy”.
‘I am beyond proud to be the new face of Muglerofficial for its #NewFragrance. #AlienGoddess is a manifesto.” said Willow in her Instagram Account. “I never smelled anything like AlienDoddess by Mugler. It has such an enchanting quality. The Jasmine in it gives that floral feminine feeling & the Vanilla gives just a kiss of sweetness. I’m living for it!” she added.
“It urges us to be wholly ourselves, to brandish what makes us unique with pride. Beyond that, Alien Goddess gives us the strength to find the best within ourselves, whoever we are, in order to accomplish extraordinary things with a positive impact on the world and those around us. It’s a powerful message of kindness, hope and joy.”
Mugler’s global brand president, Sandrine Groslier, said that the brand chose the name ‘Goddess’ because they want to seduce Gen Z with a new concept full of benevolence, an allegory of hope.
‘A true incarnation of a new wave of femininity, at just 20 years old, Willow Smith is a modern muse, an inspiring artist, and charismatic fashion icon. She leverages her powerful influence and unique energy for the benefit of causes as diverse as her achievements, with deep commitment to inclusion, altruism, and freedom of self-expression,’ said the Mugler team in a commentary about the perfume.
‘Willow challenges societal undoubtedly and gender norms and will undoubtedly be the earthly incarnation of our next Mugler fragrance.’ they added.