Olivia Palermo face of new Rochas scent

Rochas, the established French fragrance and fashion brand has signed IT girl Olivia Palermo as the face of its new fragrance.

The signing of Olivia Palermo will help the brand, which re-launched its fashion line in 2009 to boost its profile. So why Palermo? '[Her] natural sense of style and classic elegance are a perfect fit with what Rochas stands for,' said Bill Brace, P&G Prestige vice president.

The model, reality TV star and socialite added, 'I am so excited to be working with Rochas. Fashion has always been such a big part of my life, and I love how Rochas exudes a woman’s femininity but is still unexpected,' adding, 'while Rochas has ingrained French roots, I think every woman can get the sense of joie de vivre and confidence in their style that the Parisians emanate. I always like to be a bit more fashion-forward and playful in my style choices when I visit Paris.'

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Details of the new scent are being kept secret for now, but will be presented to press after the Rochas fashion show during Paris fashion week on 29 February. We'll reveal all the details as soon as we have them but in the meantime, click here to read our interview with Olivia Palermo...

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