The embodiment of provocative femininity, Estée Lauder announces fashion darling and model of the moment – Kendall Jenner – as the face of their new inspiring fragrance.

As the newly crowned Queen of the catwalk, Kendall continues her reign in fashion with her first fragrance campaign. Le Rouge captures the self-assured confidence of a woman whose signature colour is red; who knows her own style, whose enviable attitude inspires the spirit of others, so who better to embody this Modern Muse than Kendall?

A fruity and floral, Oriental-inspired fragrance, Modern Muse Le Rouge combines ripened-rose scents with velvet-cream undertones. Bulgarian rose, fresh raspberry, rich saffron and pink pepper are elevated with musky Madagascan vanilla, earthy patchouli and fresh jasmine.

Speaking of the new fragrance Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide, The Estée Lauder Companies noted:

“It was not just about capturing the scent of red, it was about capturing a state of mind, a vibrant, dramatic attitude. This woman inspires others through her unwavering confidence, glamour and sophistication. She lives her life to be noticed – and every ingredient in this scent was carefully selected to reflect that.”

The TV and ad campaign, which launches in July, captures the spirit of Le Rouge with muse Kendall altering her universe one step at a time, whilst the print campaign captures her undeniable beauty and inspiring persona.

Although the fragrance is a new launch, Modern Muse Le Rouge is very much inspired by the stylish foundations of the Estee Lauder brand. In a tall, red glass bottle, the spray-through cap references the iconic bow on the house’s first fragrance ‘Youth Dew’. And like many of the brand’s signature perfumes before it, Modern Muse Le Rouge is sure to inspire many for years to come with Kendall as its muse.

Modern Muse Le Rouge is available from Estée Lauder counters nationwide from August 2015.