Blake Lively’s Gucci Première advert has finally debuted on television.
Inspired by timeless Hollywood glamour and fronted by a modern icon — Blake Lively, the new Gucci Premiere fragrance is an invitation to embrace one’s own red carpet moment. Shot by director Nicolas Winding Refn in the historic Sheats Goldstein Residence, one of Beverly Hills’s most famed and opulent locations with an unrivalled view across the city.
The fragrance is currently only available in the UK (Selfridges) and won’t be available elsewhere until its world wide launch in September. In accordance with the launch, director Nicolas Winding Refn will present a short film starring at the 2012 Venice Film Festival.
About The Fragrance
Gucci has long distinguished itself as the label of success for the world’s most stylish individuals. Inspired by the Gucci Premiere Couture collection that debuted at the 2010 Cannes Film Festival, Creative Director Frida Giannini conceived a new fragrance legend in the iconic and sophisticated form of Gucci Première. Gucci Première is a powerfully sophisticated aroma, with vigorous notes of wood and musk. Just as a leading lady graces the red carpet with her couture Gucci gown, so every woman deserves her Gucci Première moment
Gucci Première is scheduled to arrive first in the U.K. in late July, with exclusives at Harrods and Selfridges, and the worldwide launch will kick off in September with the exception of China, where the fragrance will arrive in 2013. The ad campaign will also make its debut in the U.K. before rolling out internationally. Photographers Mert Alas and Marcus Piggott shot the ad campaign in February at the Sheats Goldstein Residence in Los Angeles, selected for its all-encompassing view of the city. The black-and-white image shows Lively in a backless dress covered in sequins, golden hair styled for another era, gazing at the city lights as her reflection bounces off a glass windowpane. “All these ingredients rendered the idea of this cinematic, seductive attitude,” noted Giannini. Feola added the print campaign draws particular emphasis to the bottle as an “unmistakably Gucci” emblem. Film director Nicolas Winding Refn, who said he “relished” the new challenge of working for Gucci, shot the TV commercial at the same location, with additional scenes in the Mojave Desert, portraying Lively as a leading lady preparing for a big premiere. Ruini e Mariotti, longtime Gucci partners, handled art direction for the ad and commercial.