GUCCI'S NEW PERFUME 'PREMIERE' STARS BLAKE LIVELY

KEE@FSWMAG.COM



I ALWAYS THOUGHT BLAKE LIVELY IS SUCH A GREAT NAME FOR A MACHO MAN.

As for a surname as lively as 'Lively', well I don't know what else to say except this surname is, er, so full of life any athlete, dog of war or secret agent would love to use this name.

So I was quite flummoxed to discover Blake Lively is a lady and was born a female too and never underwent sex change surgery. I have never heard of a more manly name than Blake Lively so the impact was quite shattering when Blake Lively turned out to be quite feminine, despite her name. So you seem never judge a book by its cover though you have to ask why a woman insists on using a man's name but stranger things have happened.

Speaking of which, Blake Lively has been chosen by Gucci to helm their new female perfume 'Premiere' which is a strange as it gets. Blake Lively is hardly known and I have never heard of him, I mean her, until now though I may have heard of her name vaguely. 

Gucci should have used an internationally renowned superstar as befits the name of their scent 'Premiere'. Think of Cate Blanchet, Nicole Kidman or even Gong Li or Datuk Michelle Yeoh who as as yellow as they come but choosing them would send enough shock waves to make the perfume bottles jump off the shelves. 

Or in an even more bizarre move, feature the dead and great Elizabeth Taylor! Yes, pay her estate royalty fees and use Elizabeth Taylor's face in their promotional advertisements! 

To use a dead but universally recognised face and name would be the first ever and Gucci should have thought of this since fashion is always being one step ahead of the pack and flogging a dead star's name would secure acres of newsprint. 

Instead, most are now asking 'Blake who'? 

A perfume named 'Premiere' should have a bigtime star to carry the name or they should name the scent 'Matinee'.

GUCCI ANNOUNCES BLAKE LIVELY AS FACE OF NEW FRAGRANCE WITH CAMPAIGN FILM DIRECTED BY NICOLAS WINDING REFN

Gucci is pleased to announce that actress Blake Lively will be the face of Gucci Premiere, the House's next female fragrance, for which Nicolas Winding Refn has directed a short film.

Frida Giannini, Gucci Creative Director, commented, “In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood's golden era. Blake's unique style and charisma brings that allure to life in a very contemporary way."

Blake Lively stated, “It is a pleasure to collaborate with Frida Giannini. 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 Mert & Marcus, and the commercial film was directed by Nicolas Winding Refn, awarded best director for the thriller Drive at the Cannes Film Festival 2011. The short film will be presented at a special event during the Venice Film Festival on September 1st, 2012, at 8.00 pm CET.
                                                  
Lively joins Evan Rachel Wood, Chris Evans and James Franco in representing Gucci's fragrances.

Gucci Première will be launched worldwide from July 2012.