No, we're not on the set of Sex and The City, but on location at the shoot for the campaign of her second fragrance, Covet. Legendary creative master and photographer Jean-Paul Goude has captured SJP at her finest - fun, fabulous and frivolous - for the new campaign. We sit down with her to talk about her new, sensual scent, the stunning advertising campaign and why she ends up behind bars.

Q: Where did the idea of this new project, Covet Sarah Jessica Parker come from?
SJP: With Covet the idea was to create something that would be sought-after by women because it was so beautiful and desirable. They just had to have it and would stop at nothing to get it!

Q: How much input did you have in the development of Covet?
SJP: I was involved in every step of the process - from the creation of the juice to the design of the bottle and packaging. It has been another great collaboration working with the Coty team. It was a whole different experience this time around because I had the experience of working with Coty on my first fragrance, Lovely, - so we had developed a great partnership and I had learned a lot about fragrance and the business. So, this time around we hit the ground running and have worked in such a great rhythm throughout the whole development.

Q: How would you describe the fragrance?
SJP: I would say it's an addictive scent - it draws you in and keeps you coming back for more. Once you experience it, you'll have to have it over and over again! The fragrance was based on the idea of geranium and musk. We added chocolate to give it a feeling of overall indulgence.

Q: So who do you see wearing it?
SJP: I didn't have a certain woman in mind. It's for every woman that appreciates beautiful things and allows her to be self-indulgent without hesitation.

Q: Why did you choose the name Covet?
A: We chose Covet because it perfectly depicts a guilty pleasure that must be yours and that you crave and will cherish.

Q: Tell us about the design of the bottle and the packaging?
SJP: Like the scent, we wanted the bottle to seduce you with its beauty. The bottle looks like a bouquet of exquisite jewels. I just love the smoky colored jewel cap - it is so rich and beautiful. And, I love the way it complements the simple curve of the bottle and color of the juice. Every detail is so beautiful- even the gold chord that is wrapped around the neck of the bottle.

Q: Tell us about the concept behind the ad campaign?
SJP: We wanted the ad campaign to tell the story of a woman that throws ration and reason out of the window after being tempted by this fragrance she desires. The fragrance is something that she wants and needs and would stop at nothing to get! So ultimately I end up behind bars in the name of Covet.

Q: Tell us about the couture dress that you are wearing in the campaign?
SJP: Christian Lacroix chose this outrageously beautiful, billowy white gown for me from his archive collection specifically for the Covet campaign. Mr. Lacroix not only designs dresses but he creates art. He designs with drama and glamour in mind. This dress in particular , when we saw the photographs of the collection , we thought 'oh that would be amazing'. It's real couture, we're in Paris, and we're standing in an iconic location, the Place Vendôme, and just everything about it was so perfect. The story would not be complete without the drama of this dress.

• Covet eau de Parfum Spray 50ml, $85 & 100ml, $110
  Body Lotion 200 ml, $45
  Bath & Shower Gel 200ml, $35

A stunning blend of fresh green notes, gorgeous florals, and sensuous woods, SJP's new seductive scent Covet is available from MYER, David Jones and Coty Authorised stockists (phone: 1800 812 663).