It was announced today that Ms. Sourpuss herself, Kristen Stewart, will be the face of a new Balenciaga scent. The name of the scent has yet to be announced, but I like to think it will be called “Froncement.” Froncement, of course, being French for “frown.”
The last actress the French fashion house used for the face of their appropriately named fragrance, Balenciaga, was Charlotte Gasinbourg in 2010. Although Gainsbourg will remain the face of that scent, Nicolas Ghesquière is ready to breathe new life into the brand by marketing the upcoming perfume to the younger crowd.
On the decision to choose Stewart to represent it, Ghesquière told WWD: “Kristen embodies the modernity of the new Balenciaga fragrance with her unique sensibility and intelligence. [She] shares the radical spirit of Balenciaga.”
When Stewart was asked by WWD her feeling on the brand, she simply said “[Balenciaga] is just cool.” Well then; that’s Kristen Stewart for you.
Now let’s take a moment to take a look back at the few times Stewart has been caught actually smiling. Hopefully now that she has been signed to the prestigious brand, she’ll smile a lot more, but we’ll have to wait and see. Honestly, she does frowning and scowling proud, so maybe she shouldn’t change a thing.