Fergie's Fragrance Ad -- FIRST LOOK

Fergie keeps her hat on while shooting her first fragrance ad campaign with renowned photographer Mario Sorrenti.

Avon recently announced its partnership with Fergie, who is developing a to-be-named fragrance launching in late 2010.

Fergie is set to perform in support of Avon’s charitable efforts on October 27th at the upcoming Avon Foundation for Women Annual Gala Event in New York City.

“As Fergie‘s agents, we had one mandate for her own signature fragrance line, and that was to find an innovative gold standard beauty brand that understands her as an artist, but also understands her philanthropic side as well. There was no better beauty player in the world who fit the bill than Avon,” said Sean Patterson, President of Wilhelmina, fashion and beauty agent for Fergie.