Penelope Cruz is the face of the fragrance and is already appearing in four-page spreads in The New York Times Magazine and September's Vogue. Ads are also set to appear in publications like Allure, Glamour, Elle, InStyle, Talk and Essence.

The campaign, whose theme is "a new kind of glamour," also features television spots with the elegant actress. They begin airing September 20 on shows like "Ally McBeal" and "Entertainment Tonight."

The black and white photographs and film were shot by fashion photographer Bruce Weber, who is responsible for other Ralph Lauren campaigns and has also worked with brands like Abercrombie & Fitch and Calvin Klein.

Cruz is no stranger to Ralph Lauren. She wore one of his gowns to the 2000 Academy Awards and posed for print fashion ads in the fall of that year. Glamourous is the first Ralph Lauren fragrance she's lent her face to.

Ralph Lauren introduced Ralph, targeted at teenage girls, last fall. Romance, for more mature women, launched in fall 1998.

Glamourous is aimed at the 25 to 35 age group. It costs $52.50 for about 1.7 ounces, and is currently only available at Saks and Polo stores. The scent will be introduced across the U.S. next month.