The company say:
Giannini said: “For such a successful woman, something equally remarkable was required. Gucci Première is womanly, intriguing and as seductive as the perfect couture gown.”
Gucci Première is a woody musky fragrance with top notes of bergamot and orange blossom; heart notes of white flowers and musk; and base notes of smoky leather and balsamic wood.
The design of the bottle is a "testimony to the glitz of the movie opening, the glamour of the Oscar, and the fragrant culmination of all forms of success."
Around the neck of the bottle sits a medal, entwined with the House’s iconic horsebit. The cap features the fragrance signature: “Gucci Première”. The scent’s box bears a gilt rendition of the brand’s coveted interlocked GG, as well as the script of the founder Guccio Gucci.
Face of the fragrance is actress Blake Lively who has appeared in movies such as The Town, Green Lantern and The Private Lives of Pippa Lee. She currently appears the television series Gossip Girl and will next star on the big screen in Oliver Stone’s Savages. In 2011 Lively appeared on TIME magazine’s TIME 100 list.
Frida Giannini says of Lively: “Both on and off screen, Blake Lively has that unique allure of the iconic leading ladies of Hollywood’s golden era. She reveals an instinctive taste in her performances, as in her style. Every project she involves herself in benefits from her charisma, style and intelligence. She is the perfect muse for Gucci Première.”
Lively responds: “It is a pleasure to collaborate with Frida Giannini and Gucci on this new fragrance. I appreciate the concept and its various design elements. I am honoured to present the Gucci Première woman, whose qualities I admire”.
The print and TV campaign were both shot in the historic Sheats Goldstein Residence, Beverly Hills:
Art direction was overseen by Ruini e Mariotti. REM has worked with the House numerous times and its involvement with the campaign for Gucci Guilty won the coveted prize for Best Media Campaign at the 2011 US FiFi Awards.
Gucci Première Eau de Parfum will be available 5th July, exclusive to Selfridges, then Harrods from 11th July. as: 30ml, 50ml and 75ml Eau de Parfum, with matching body products. The fragrance will roll out an international launch in September.