Kaia Gerber shows a carefree side in latest Marc Jacobs campaign

Marc Jacobs has revealed the first images from its new global advertising campaign for the "Daisy" fragrance, fronted by Cindy Crawford's daughter, Kaia Gerber, looking feminine, free and full of life.

Launched in 2007, Marc Jacobs' Daisy fragrance celebrates a decade of success in 2017. The perfume is getting a new advertising campaign for the occasion, starring the internationally renowned model Kaia Gerber. And this isn't her first collaboration with the label.

"I'm thrilled to be the face of Daisy Marc Jacobs; the campaign is playful and light-spirited, and that is exactly the way I feel most days," Kaia said. "This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember," said Kaia Gerber.

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Shot by photographer Alasdair McLellan, the campaign is set in a field of daisies in Los Angeles, echoing the signature bottle of the "Daisy" fragrance, a scent created by master perfumer Alberto Morillas. Kaia Gerber is joined by two other models in the ads -- Sofia Mechetner and Dilia Martins.

The promotional photos and video will be accompanied by a social media campaign, with exclusive content landing via the accounts of the Marc Jacobs brand and Kaia Gerber.