Gucci has a new face: Blake Lively, the uber-gorgeous Gossip Girl star, will be fronting the brand’s new fragrance come July. Titled Gucci Premiere – also the name of Gucci’s red carpet couture line – the perfume is an ode to the timeless charm and the iconic leading ladies of Hollywood’s golden era, carrying within its notes all the glitz and glamour that defined those heady years. Frida Giannini, the brand’s Creative Director, describes it as being for a woman who is “living her moment, whether it’s on the red carpet or at a private dinner.”
Unquestionably, Blake fits the description perfectly. The beautiful blonde was picked by Gianni, who believes that, “[Her] unique style and charisma brings that [old Hollywood] allure to life in a very contemporary way.” High words of acclaim for a 24-year-old fashionista who claims to work without a stylist. “Once I was told it was time to get one,” she told Glamour in 2011. “I thought, ‘This is one of my favorite hobbies! And I’m going to pay someone to steal my hobby from me? That’s a terrible idea!'”
She is a girl of extraordinary beauty and she’s a girl who loves fashion. She has great taste in clothes. 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: Frida Giannini on Blake Lively
Lively had enthusiastic words of her own for Giannini and Gucci, referring to the latter as “a staple” and adding that, “It is a brand I have always looked up to because to me it represents strength.”
But this is not where the story ends. In an industry that lives and breathes gossip and rumours, it’s perhaps inevitable that Blake’s jumping ship from Chanel to Gucci will be dissected in minute detail. Aside from her official role at Chanel, Lively was also seen as a muse and close friend to Karl Lagerfeld – however, it appears that their relationship has run its course and Lively has been absent from recent Chanel shows. Whether there has been a falling out or it’s just business is anyone’s guess, but I am thinking that all Lively wants is a change of scene. After all, a girl can’t live by one bag alone, right?
Gucci Premiere is scheduled to launch in July, accompanied by a print campaign shot by the top photography team of Mert & Marcus along with a short film directed by Nicolas Winding Refn, who won best Director for Drive at the Cannes Film Festival last year. Its contents are being held very closely under wraps but one thing is for sure – Gucci doesn’t do small peanuts. If they’re going to roll out something new, it’s definitely going to be BIG! I, for one, can’t wait.