Olivia Palermo named new face of Rochas fragrances

Olivia Palermo has been announced as the face of Rochas new fragrance, set for release at the end of February.

Olivia Palermo has been announced as the face of Rochas new fragrance.

The American socialite, model and actress is to front the brand's next fragrance, and is excited to represent and embody the distinctly Parisienne brand's styling.

She told WWD: "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.

"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."

The Rochas brand was established in 1925 by french designer Marcel Rochas, who died in 1955, and is responsible for perfumes including its signature scent 'Femme' and 'Madame'.It is currently owned by Procter and Gamble.

Bill Brace, prestige vice president of Procter and Gamble said Olivia has a "natural sense of style and classic elegance are a perfect fit with what Rochas stands for."

Further information about the brand's new scent has yet to be revealed, but it is understood it will be unveiled after the Rochas fashion show in Paris on February 29.