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Kate Moss to storm cinemas

YSL will launch its new fragrance with a big screen ad starring Kate Moss.

Supermodel Kate Moss has lent her super credentials to YSL, starring in a provocative ad campaign that is set to be shown across 1,200 cinema screens around the country this month to promote the label's new perfume, Parisienne.

It is the first time that YSL is to target cinema goers and the company has chosen its audience, as well its muse, specifically. The 60-second advertisment will only air before Sam Mendes' Away We Go, The Soloist starring Robert Downey Jr and Jamie Foxx, and Jennifer Aniston's latest release, Love Happens.

"We wanted to support our stunning new creative visual for Parisienne in cinemas," a YSL spokeswoman explains. "And with so many upcoming films in the next month set to draw in predominantly female audiences, it is a great chance for us to feature the launch of our new perfume."

The ad itself is certainly memorable. Clad head to toe in Yves Saint Laurent, footage of Moss ‘fantasising' as she rides in a taxi is cut with sensual scenes of her with a mystery man in a hotel room as Depeche Mode's I Feel You plays, before cutting to a shot of the supermodel with the Eiffel Tower in the background.

See for yourself: