hugo boss gwyneth paltrow Gwyneth Paltrow’s New Scent

Gwyneth Paltrow in the new Boss Nuit Pour Femme campaign. Photo: WWD

Gwyneth Paltrow is headed to TV again—but not in the way you might think. The actress, who has recently posed for Coach and Swedish brand Lindex, has added another brand to her campaign portfolio: Hugo Boss.

Paltrow has just signed to be the face of Boss Nuit Pour Femme, a fragrance inspired by “the elegance and sensuality of the little black dress,” WWD reports. As a result, she will appear in the TV, print, and online ads for the scent starting in August. “I was honored and very happy to be chosen as the face of Boss Nuit Pour Femme,” Paltrow noted. “To me, the Boss woman is driven, ambitious, and goes after what she wants, but she balances being strong and very feminine at the same time – characteristics that I strive towards in my own life.”

The last fragrance ads Gwyneth appeared in were for Estee Lauder’s Pleasures, in 2008.

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