Gucci creative director Frida Giannini explained in a press release:
“In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood’s golden era. Blake’s unique style and charisma brings that allure to life in a very contemporary way.”
The campaign for Gucci’s newest women’s fragrance includes both print ads, shot by Mert Alas and Marcus Piggott, and a short film, which was directed by Nicolas Winding Refn and will premiere (ha!) at the Venice Film Festival in September. The fragrance is set to launch in July.
“It is a pleasure to collaborate with Frida Giannini,” Lively stated. “I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance.”