Gucci is pleased to announce that actress Blake Lively will be the face of Gucci Première, the House’s next female fragrance, for which Nicolas Winding Refn has directed a short film.

GUCCI ANNOUNCES BLAKE LIVELY AS FACE OF NEW FRAGRANCE WITH CAMPAIGN FILM DIRECTED BY NICOLAS WINDING REFN

Frida Giannini, Gucci Creative Director, commented, “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.”

Blake Lively stated, “It is a pleasure to collaborate with Frida Giannini. I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance.”

The print campaign for the new fragrance was shot by Mert & Marcus, and the commercial film was directed by Nicolas Winding Refn, awarded best director for the thriller Drive at the Cannes Film Festival 2011. The short film will be presented at a special event during the Venice Film Festival on September 1st, 2012, at 8.00 pm CET.

Gucci's New Fragrance Gucci Première

Lively joins Evan Rachel Wood, Chris Evans and James Franco in representing Gucci’s fragrances.

Gucci Première will be launched worldwide from July 2012.