Gucci signs Evan Rachel Wood to front new fragrance

Actress Evan Rachel Wood of True Blood fame has signed a deal to become the face of a new Gucci scent.

Marilyn Manson and Evan Rachel Wood
Marilyn Manson and Evan Rachel Wood

Wood was chosen because she is not too well-known, the company says.

It is Wood’s first campaign for a fragrance but last year she appeared in an advertising push for high-end fashion brand Miu Miu.

She is reportedly in a relationship with rock star Marilyn Manson.

The up and coming actress appeared in Woody Allen’s recent film Whatever Works and Oscar-nominated film The Wrestler.

Details of the new fragrance Woods is to launch are not yet known but comments from Gucci would seem to indicate it will be positioned to appeal to the younger Gucci customer.

Gucci creative director Frida Giannini, says: “She’s young, but rising and an influential figure. I didn’t want to offer this project to someone overexposed or too well known. Instead, I wanted a fresh individual that would coincide with the image of the project.”

This story first appeared on pitch

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here