Gucci’s Girl

BLAKE LIVELY is the face of Gucci’s upcoming Gucci Première eau de parfum, a new scent created to represent the brand’s red-carpet-inspired line of the same name.

The adverts, shot by Mert Alas and Marcus Piggott for print and Nicolas Winding Refn for television, mark Lively’s first fragrance campaign.

“Gucci is a staple. It is a brand I have always looked up to because to me it represents strength,” the actress told WWD. “In their designs, in their images, in what they stand for philanthropically, and especially in their fragrance… I couldn’t be more proud to be working with Gucci and its heart, Frida.”

The actress was chosen, “because she is a girl of extraordinary beauty and a girl who loves fashion,” according to Gucci creative director Frida Giannini.

“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,” the designer said.

Gucci Première is scheduled to launch in Selfridges on July 5, followed by a nationwide launch in late July and the worldwide launch in September.