If you were installing a new luxurious scent into your collections who would you hire? Well, those fashionable people at Gucci have opted for Hollywood starlet and ‘girl next door’ Blake Lively to front their new fragrance campaign.
The new scent aptly named Gucci Première eau de parfum has been created to emulate an aroma which matches their red-carpet inspired line with the same name. The adverts will be shot by renowned duo Mert Alas and Marcus Piggot while Nicolas Winding Refn will create the advert for television.
Speaking out about her new venture to WWD Lively noted that: “Gucci is a staple. It is a brand I have always looked up to because to me it represents strength.”
“In their designs, in their images, in what they stand for philanthropically, and especially in their fragrance… I couldn’t be more proud to be working with Gucci and its heart, Frida.”
Gucci’s creative director Frida Giannini also commented: “Although she’s young, she’s also very determined, and I liked this spirit… she knows how to be a diva in the right sense, with an aspirational glamour,” reasoning that Lively was chosen “because she is a girl of extraordinary beauty and a girl who loves fashion.”
Gucci Première is set to launch in Selfridges on July 5 2012 and will then be rolled out nationwide in late July. It will be available worldwide launch in September.