Watch: Inès de la Fressange's daughter stars in Bottega Veneta's first fragrance ad

(Bruce Weber for Bottega Veneta)

Nine d'Urso is the face of the luxe label Bottega Veneta's eponymous perfume.

In the just-released commercial, d'Urso appears to be madly in love with a shirtless companion, frolicking on a beach in the signature all-American romance of director Bruce Weber.

"The challenge was to picture the soul of a fragrance," Bottega Veneta said in a statement. "...Weber possesses a unique and uncanny ability to capture the authentic moment. He sees more than others see, and so produces striking images of innocence and sensuality."

Bottega Veneta, due out in September, will be the first scent released by the brand, which is predominantly known for its leather handbags but also shows its ready-to-wear collections in Milan and produces several accessory and jewelry lines. Other houses that have recently introduced their debut fragrances include Elie Saab and BCBG Max Azria.

Watch the full video at http://youtu.be/gcneDU3BMJY.

A longer version can be found at new website http://bottegavenetaparfum.com, which launched Friday.