Following in the footsteps of fellow actress Evan Rachel Wood, who fronted the Gucci Guilty campaign with Chris Evans, Blake Lively has been named as the face of Gucci’s new fragrance, Premiere. Blake chosen for her “unique style and charisma” said Gucci Creative Director Frida Giannini.
“In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood’s golden era,” Frida stated. “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.”
“It is a pleasure to collaborate with Frida Giannini. I admire the qualities of the Gucci Première woman and feel honoured to represent the fragrance,” Blake added. “Gucci is a staple. It is a brand I have always looked up to because to me it represents strength.”
From Gucci: Gucci Première is scheduled to arrive first in the U.K. in late July, with exclusives at Harrods and Selfridges, and the worldwide launch will kick off in September with the exception of China, where the fragrance will arrive in 2013. The ad campaign will also make its debut in the U.K. before rolling out internationally. Photographers Mert Alas and Marcus Piggott shot the ad campaign in February at the Sheats Goldstein Residence in Los Angeles, selected for its all-encompassing view of the city. The black-and-white image shows Lively in a backless dress covered in sequins, golden hair styled for another era, gazing at the city lights as her reflection bounces off a glass windowpane. “All these ingredients rendered the idea of this cinematic, seductive attitude,” noted Giannini. Feola added the print campaign draws particular emphasis to the bottle as an “unmistakably Gucci” emblem. Film director Nicolas Winding Refn, who said he “relished” the new challenge of working for Gucci, shot the TV commercial at the same location, with additional scenes in the Mojave Desert, portraying Lively as a leading lady preparing for a big premiere.