Blake Lively, who last year fronted a handbag campaign for Chanel, is the face of Gucci’s new fragrance, Gucci Premiere. Named after the brand’s couture line of the same name, the scent is meant to evoke Old Hollywood charm, glitz, and glamour, WWD reports. “Celebrities and red-carpet glamour have always been a part of the Gucci heritage,” Gucci creative director Frida Giannini explained.
This is 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.”
Photographers Mert Alas and Marcus Piggott captured Lively in black and white, wearing a backless dress covered in sequins, her hair styled for an Old Hollywood era. And in the fragrance’s television commercial, she’s portrayed as a leading lady getting ready for a big premiere.