IT may be an ice-cold December day, but a glimmer of summer is in sight thanks to Marc Jacobs's new Daisy fragrance advert - a sunny, short film directed by Sofia Coppola to represent Jacobs's Daisy, Daisy Eau So Fresh and Daisy Dream scents and seen in our exclusive behind-the-scenes images here. Coppola was in fact the first ever face of Marc Jacobs fragrance, photographed by the designer's long-term collaborator Juergen Teller who also shot the print campaign to sit alongside Coppola's new advert.
"Because I was in the fragrance ad when Marc started doing the perfume, it's funny now to be making a commercial for the Daisy fragrance," Coppola said. "I really enjoy doing a fragrance campaign because it's about atmosphere and personality. And it's so abstract."
Starring in the campaign are models Malaika Firth, Ondria Hardin, Antonia Wesseloh and Sophia Ahrens - all of whom have nothing but praise for Coppola. "She's a great director - she tells you exactly what she wants but she also gives you space to have your own interpretation of it," says Ahrens, whilst Hardin praises the "light, airy" feel of the film which sees the girls skipping through streams and running up and down daisy-covered hills in nightdress-like white dresses that call to mind those in Coppola's directorial debut, The Virgin Suicides.
"I kind of imagine maybe they've snuck out of their boarding school and they're running in the hills and lazing around together," Coppola explained of her vision. "I feel like fragrance is really important to your identity as a teenager - I was really into it, this idea of being a woman."
Gallery of 21 images and video at the source!