As a child rising up in downtown New York Metropolis, Scarlett Johansson would frequently see Kate Moss and Gisele Bündchen on David Yurman billboards overlooking Soho. So it was “a really good, actually huge deal” when she was handpicked—together with actor Henry Golding—as the most recent David Yurman muse to get her very personal XL advert, together with a brief movie the place she will get chased by the paparazzi, rolls round in mattress, and sings “New York, New York.” (Sure, apart from combating Thanos and combating for honest pay, Johansson may also sing very properly.)
To speak concerning the new marketing campaign, Johansson referred to as us from residence in New York—we love a neighborhood woman!—to debate male gazes, feminine expectations, and what occurs when she actually wants to speak to somebody.
You’ve posed in a mattress for Dolce & Gabbana, to your latest Amazon industrial, and now for David Yurman. Did they arrive to you and say, “Okay, it’s a mattress shot!” or at this level, is that only a given?
Oh sure, you realize, I’ve tried to do each marketing campaign in my life from mattress. [Laughs.] Yeah, I discover it actually nice to roll off the bed, after which undergo about six hours of hair and make-up, after which simply get again right into a mattress.
So the key to bedhead is six hours of glam.
Sure. You look higher whenever you get again into the mattress in any case that hair and make-up! I’m positive there’s a quote from Marilyn Monroe or Liz Taylor about sporting diamonds in mattress…However yeah, I assume advertisers—I imply, I assume, male advertisers or males who’re promoting executives, like to see me in mattress with a number of jewellery. I assume it’s a factor.
I assume whenever you really go to mattress…
I take off all my jewellery. Sure. So this concept that I’m asleep sporting such unimaginable jewellery, all this superb David Yurman, it’s cool, however I’m sorry to say, it is form of counterintuitive! And sure, most nights I’ve like, a hoop or two that I put on to mattress. However eight gold bangles on every arm? No. And an enormous gold and diamond hugger? No. I don’t simply have diamonds kicking round in my mattress. That will get form of harmful.
Talking of harmful, do you ever subscribe to superstitions relating to jewellery? Some folks imagine sure items are haunted.
I’ve that feeling about some materials objects. After I was youthful, I used to gather Victorian jewellery. After I began, like, making my very own cash, if I traveled someplace, I might monitor down vintage collectibles and uncommon items. I bear in mind working in England, and dealing in New Orleans, and discovering items of Victorian jewellery and…I don’t know, it’s like, the jewellery would select me. Out of the blue, I’d be actually drawn to a specific piece and I wouldn’t even know why. I feel solely jewellery can try this to you!
The theme of the marketing campaign is “come nearer,” which I suppose is one thing you are able to do in a bed room. But in addition, how have you ever needed to modify your concept of coming nearer throughout these previous two years in isolation?
I’m at all times a face-to-face woman. If I must let you know one thing essential, I need to let you know nose to nose. So on the one hand, thank God for video chat and FaceTime and all that. That’s been a lifesaver. Then again, though I really like seeing my nieces and nephews develop and I can try this through video name, I hate speaking about something essential on the telephone! I need to see you in individual. Both that, or I need to ship you an electronic mail or write to you. I do like writing lengthy letters to folks.
Is there a component of “come nearer” that’s additionally linked to being well-known? Like, you’re an actual individual, however you’re confronted with s of your self each day, though they’re not precisely you, per se.
I’ve a bonus as a result of I’ve been [acting] for such a very long time that it doesn’t section me as a lot. It’s not that I’m jaded, however I simply see that “” as an extension of my work, you realize? It’s like, “Okay, I’m on this factor. My face will likely be all over the place. That’s advertising; that’s not me.” To be sincere with you, it may additionally come from rising up in New York the place there are s all over the place, after which the following day, they’re gone and new billboards or posters go up…I feel it’s in all probability weirder for my daughter, as a result of if it’s not your [job] and also you’re not used to it, these moments can be extraordinarily startling. And you realize, I’m positive I do have loads of different emotions about this! [Laughs.] However I assume I’m used to it.
Supply: elle