Gucci Première reportedly “takes inspiration from Hollywood glamour and the iconic women of Hollywood’s golden era.” The campaign will be fronted by actress Blake Lively.
Frida Giannini, Gucci's creative director: "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. She is a girl of extraordinary beauty and she's a girl who loves fashion. 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."
Gucci Première is a floral woody musk with notes of bergamot, orange blossom, white flowers, musk, leather and wood. It will be available in 30, 50 and 75 ml Eau de Parfum. The first exclusive launches will roll out in July (Harrods in the UK), with a wider distribution to follow in August - September.
"Gucci Première celebrates the star in every woman. Whether she is holding court at a film opening or business meeting, all her moments are golden. She turns as many heads in an impeccably tailored suit as a couture gown. Grace sits with attitude, beauty with power. She enjoys her achievements and wears her authority with ease. Wherever she finds herself, she is met with admiratione. She is a modern icon."
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