Big announcement from Gucci on Friday: Blake Lively will be the face of its next female fragrance, Gucci Premiere -- also the name of Gucci's couture line of gowns -- and she's already shot a short promotional film for the brand with Drive director Nicolas Winding Refn.
“In conceiving this fragrance, I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood's golden era," Gucci creative director Frida Giannini commented. "Blake's unique style and charisma brings that allure to life in a very contemporary way."
Lively had kind words of her own for Giannini.
“It is a pleasure to collaborate with Frida Giannini," the actress said. "I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance."
The print campaign for the new fragrance was shot by the top photog team of Mert & Marcus. The commercial film directed by Refn, who won best director for Drive at the Cannes Film Festival last year, will be presented at a special event Sept. 1 during the Venice Film Festival.
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Lively joins Evan Rachel Wood, Chris Evans and James Franco in representing Gucci's fragrances. Gucci Premiere will be launched worldwide in July.