Gucci to launch Gucci Première

22nd June, 2012

This Autumn sees the launch of Gucci Première, a new feminine fragrance, that is inspired "by timeless Hollywood glamour". Creative Director Frida Giannini has taken concept of this new fragrance from the Gucci Première couture collection that debuted at the 2010 Cannes Film Festival.

The company say:[INDENT=2]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.

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:[INDENT=2]In the print advertisement, we see our leading lady - a dazzling, couture-clad beauty - preparing for the red carpet. Standing against the backdrop of the bright lights of Los Angeles, she is poised, perfect – perfumed both for and in her Première.

Shot in February 2012 by Mert Alas and Marcus Piggott, aka Mert & Marcus, who said: “We wanted to have a film effect, almost like a film noir, but with a modern twist. It was a first time for us to work together [with Lively], and she is a real sweet heart! She loves acting, loves clothes and loves photographs. It was a fun day and night!”.[INDENT=2]In her screen incarnation, we witness the sensuality with which our leading ladies embodies the Première moment. She prepares herself for the red carpet: the dress, the make-up and, of course, the fragrance – Première, the very scent of success and the catalyst which triggers her flashback and empowers her confidence. Our hearts are captured as this woman transforms before our eyes into a glamorous, never-to-be-forgotten screen siren.

The director of the screen commercial is Nicholas Winding Refn, director of the thriller Drive (2011), for which he was awarded best director at the Cannes Film Festival 2011. Winding Refn comments: “Working with Gucci was a new sort of challenge, and one that I relished. The story of this woman speaks to us all. She is a modern fantasy figure, a true siren of our imaginations.”

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.

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    • Mimi Gardenia | 22nd June 2012 16:39

      I like the original Gucci by Gucci for women in the brown bottle so maybe I will like this . However, didn't Gucci just flick the name Premiere from Chanel ?? ( Chanel No .5 Eau Premiere. .....)

    • Redneck Perfumisto | 23rd June 2012 08:05

      Gotta sniff this one! I like the Gucci by Gucci EDP, too.

      Yeah - that name is a bit too close for comfort - though I hope that we see an end to all these conflicts over names between fragrance marketers. There are only a limited number of words out there that make sense for fragrances, so there are bound to be a lot of collisions.