Actress Emma Roberts’ life may well be centered around her ability to portray other people in TV and film – but the 28-year-old star still relishes the rare opportunities she gets to be herself in front of the camera.
And American Horror Story star had the chance to do just that recently when she posed for a stunning new Boss fragrance campaign – after being named as the newest face of the brand’s latest release, Alive.
Emma, who is the niece of Oscar winner Julia Roberts, takes center stage in a newly-released campaign for the scent, which spotlights the ‘new spirit of femininity’, while celebrating the many different things that help people to feel most alive.
Star: Emma Roberts has been named as the newest face of Boss fragrance Alive
Meaningful: The 28-year-old appears in a stunning new campaign for the scent alongside three other young actresses to celebrate the ‘new spirit of femininity’
For Emma, that feeling comes when she gets the chance to truly be herself in front of the camera, instead of transforming herself in order to play a part.
‘As an actress, I’m used to playing a character so it was liberating to be myself for this campaign,’ she said in a statement.
‘I felt so confident while we were shooting and there’s really no better feeling that that.’
In an interview with WWD about the campaign, Emma continued: ‘When they asked me [to be part of it] I was like: “Well, what’s the concept? What do they want me to look like?” They [said]: “We want you to look like yourself.” And that made me say: “Of course.”
‘How many times do you get asked to do anything where they want you to be yourself? I thought that was such an amazing message to send to all women.’
As for reaching for experiences that make her feel more alive than ever, Emma had one other that really resonated.
‘The word [alive] evokes such a feeling — and it is different for everybody,’ she said. ‘For me, I feel most alive whenever I’m traveling and get to a new city I haven’t been to, just the feeling of getting to explore and try new things.
Rising star: Nashville’s Chloe Bennet, 27, said of the campaign and her co-stars that ‘any young woman can look up to any one of us and see themselves in a different part of each of us’
Meaningful: Laura Harrier, 29, said that it truly meant something to her to be involved in a project that was completely driven by women, both in front of and behind the cameras
Say cheese: Meanwhile, Bruna said, ‘I love the way in which the campaign depicts the feminine universe, especially aspects such as complicity and friendship among women’
‘I remember the first time I went to Paris, with my best friend, and it was the most alive I ever felt.’
Emma is arguably the best known name out of the four actresses who have been revealed as the new faces of the Alive campaign, and she happily took to Instagram to celebrate her success – as well as that of her co-stars: Spider-Man: Homecoming actress Laura Harrier, 29, Nashville’s Chloe Bennet, 27, and Brazilian starlet Bruna Marquezine, 24.
‘So happy to announce that I am joining @lauraharrier @brunamarquezine and @chloebennet as the face of ALIVE, the new female fragrance by @boss! More to come in March, stay tuned…’
The other stars of the campaign also shared their joy over the release on Instagram, with each actress taking the chance to showcase her own personal imagery from the shoot on their profiles, while calling out their co-stars in their caption.
Each of the women also opened up about what it means to them to star in such a major campaign, which was created by a completely female team.
‘I love the way in which the campaign depicts the feminine universe, especially aspects such as complicity and friendship among women,’ Bruna explained, while Laura chimed in: ‘It’s great to be a part of a project that is completely female driven.
‘I love the idea of all these innovative forces coming together to create something new.’
Working hard: It’s been a busy few months for Emma, pictured in November, who has a slew of projects currently in development
Kicking back: The American Horror Story star, pictured in October, just returned from a vacation in Mexico with some of her closest friends
Meanwhile Chloe concluded: ‘The other campaign talents are all awesome and working together is great because we all have so much in common, and yet, are so different at the same time.
‘Any young woman can look up to any one of us and see themselves in a different part of each of us.’
In a statement about the campaign, the brand praised each of its new fragrance faces as representing ‘the modern, multifaceted face of the Boss woman: carefree, confident, and inspired’.
A spokesperson for Boss added: ‘The Boss Alive campaign invites women worldwide to believe in themselves, follow their passion and forge their own path forward.’
The launch of the campaign comes just days after Emma returned from what was no doubt a much-welcomed vacation in Mexico with some of her closest friends – including her ex-boyfriend Chord Overstreet.
Emma, who is currently dating fellow actor Garrett Hedlund, was seen enjoying some R&R on the beach, splashing around with her pals, and enjoying some much needed fun in the sun.
The starlet was undoubtedly thrilled to get the opportunity to kick back and relax after a busy few weeks of work; Emma currently has a slew of different projects in development, including RRR, Now I See You, Betches and Anya’s Ghost.
She’s also recently wrapped two feature films, Holidate opposite Kristin Chenoweth and The Hunt with Hilary Swank.