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