Kaia Gerber (centre) reprises her role as the face of Daisy Marc Jacobs in the new advertising campaign. Source: Alasdair McLellan.

Coty has unveiled a new worldwide advertising campaign featuring US model Kaia Gerber for the Daisy Marc Jacobs fragrance.

Filmed against the backdrop of a bright, blossoming field of wild daisies, the campaign plays on vibrant and romantic imagery to depict the purity and heart of the Daisy line.

Gerber is supported by models Adut Akech and Meghan Roche in a vignette shot by fashion photographer Alasdair McLellan with creative direction by Katie Grand.

It is overlaid with the track ‘Cheree’ by London brand Suicide. The campaign is available worldwide from this month.

“For over a decade, Daisy Marc Jacobs has captured hearts around the world with its charmingly simple yet elegant scent, and has become a bestselling female fragrance,” said Erwan Le Berrigaud, Vice President of Global Marketing, Marc Jacobs Fragrances, Coty.

“The new campaign is a celebration of the core brand values of sisterhood and optimism. We are thrilled to continue working with Kaia, as she perfectly embodies the timeless, bright and youthful spirit of Daisy.”

Daisy Marc Jacobs was created by Master Perfumer Alberto Morillas of Firmenich in 2007.