GUCCI'S NEW SENSATIONAL PERFUME---PREMIERE---HARKS TO HIGH HOLLYWOOD AND ALL THAT IS GLAMOROUS, GLITZY AND GLOSSY!
Blake Lively premiering for Premiere! Any more glamorous photo I have not seen!
I love the smell---wear it and feel like a movie star! If you are going to wear perfume at all, you might as well spray one that makes you feel like you are on the red carpet! High gloss, mega-glam and ultra-sexy are the Kee words!
GUCCI PREMIÈRE
INTRODUCING A NEW FRAGRANCE ICONGucci has long distinguished itself as the label of success for the world’s most stylish individuals. For this autumn, Creative
Director Frida Giannini has conceived a new fragrance legend in the iconic and sophisticated form of Gucci Première.
Inspired by timeless Hollywood glamour and fronted by a modern icon – Blake Lively, this new fragrance is an invitation to embrace one’s own red carpet moment.
Every Gucci woman, combines strength, power and presence with sensual feminity and is accustomed to coming first: whether
in her career or in her love life. And she makes the same exceptional demands of her perfume. Just as a leading lady graces the red carpet with her couture Gucci gown, so every woman deserves her Gucci Première moment.
THE INSPIRATION
The concept of this striking new fragrance takes its inspiration from the Gucci Première couture collection that debuted at the2010 Cannes Film Festival. These luxurious evening gowns are created for the world’s most captivating Hollywood stars: Salma
Hayek, Jessica Alba, Cameron Diaz, Naomi Watts, Kate Beckinsale, Camilla Belle, Hilary Swank, Berenice Bejo and Li Bing Bing.
Gucci Première celebrates the star in every woman. Whether she is holding court at a film opening or business meeting, all her
moments are golden. She turns as many heads in an impeccably tailored suit as a couture gown. Grace sits with attitude,beauty with power. She enjoys her achievements and wears her authority with ease. Wherever she finds herself, she is met with
admiration. She is a modern icon.
Frida Giannini said: “For such a successful woman, something equally remarkable was required. Gucci Première is womanly,
intriguing and as seductive as the perfect couture gown.”
THE FRAGRANCE
Gucci Première is a sophisticated wood and musk sensation.
Top notes: bergamot, orange blossom
The fragrance opens with the luxury and exuberance of a vintage champagne. A burst of effervescent bergamot fused with
feminine and celebratory orange blossom conveys the heady excitement of the red carpet entrance.
Heart notes: white flowers, musk
At the scent’s core nestle the brilliant white flowers of an intense bouquet, laced with a magnetically sensual modern musk.
The timeless allure of the leading lady, the perfect balance of sensuality and power, inspires a collective captured breath.
Base notes: leather, wood
The fragrance’s warm and indulgent foundation rests in a beguiling cocktail of subtly smoky leather and creamy balsamic
woods that epitomises absolute glamour.
THE DESIGN
The Gucci Première design is a testimony to the glitz of the movie opening, the glamour of the Oscar, and the fragrant
culmination of all forms of success.
The flacon has the feel of a coveted prize. Around the neck of the elegant, gold flacon sits a medal, entwined with the House’s
iconic horsebit. Above is a cap bearing the elegant signature: “Gucci Première”. Inside rests a resplendent, pale gold juice.
The scent’s box bears a gilt rendition of the brand’s coveted interlocked GG, that has become one of the world’s most
recognised design motifs, as well as the script of the founder Guccio Gucci. While Gucci’s trademark striped webbing, here
emblazoned in gold on gold, suggests the glamour of the red carpet.
THE STAR
Gucci is delighted to unveil actress Blake Lively as the face of Gucci Première.
Lively has appeared in the big screen in films such as The Town, Green Lantern and The Private Lives of Pippa Lee. She
currently appears the internationally successful television series Gossip Girl and will next star on the big screen in Oliver
Stone’s Savages. Recognized as a style influencer, in 2011 Lively appeared on TIME magazine’s TIME 100 list.
Frida Giannini enthuses: “Both on and off screen, Blake Lively has that unique allure of the iconic leading ladies of Hollywood’s
golden era. She reveals an instinctive taste in her performances, as in her style. Every project she involves herself in benefits
from her charisma, style and intelligence. She is the perfect muse for Gucci Première.”
Blake responds: “It is a pleasure to collaborate with Frida Giannini and Gucci on this new fragrance. I appreciate the
concept and its various design elements. I am honoured to present the Gucci Première woman, whose qualities I admire”.
THE CAMPAIGN
The campaign for Gucci Première in which Blake Lively stars is a celebration of the iconic women of the golden age of
Hollywood - strong, accomplished, glamorous and always ahead of their time.
The print and TV campaign were both shot in the historic Sheats Goldstein Residence, one of Beverly Hills’s most famed and opulent locations with an unrivalled view across the city.
In the print advertisement, we see our leading lady - a dazzling, couture-clad beauty - preparing for the red carpet. Standing
against the backdrop of the bright lights of Los Angeles, she is poised, perfect – perfumed both for and in her Première.Shot in February 2012 by Mert Alas and Marcus Piggott, aka Mert & Marcus, foremost among the world’s most celebrated photographers, who commented: “We wanted to have a film effect, almost like a film noir, but with a modern twist.”
About working with Blake Lively: “It was a first time for us to work together, and she is a real sweet heart! She loves acting,
loves clothes and loves photographs. It was a fun day and night!”.
In her screen incarnation, we witness the sensuality with which our leading ladies embodies the Première moment. She
prepares herself for the red carpet: the dress, the make-up and, of course, the fragrance – Première, the very scent of success
and the catalyst which triggers her flashback and empowers her confidence. Our hearts are captured as this woman
transforms before our eyes into a glamorous, never-to-be-forgotten screen siren.
She gazes at the cityscape, a window to her past and to the memories triggered by the scent, memories of romance and
nostalgia. She smiles as her apprehension for the night ahead, which fades away leaving the confident woman ready to walk
in front of the flashlights. The Gucci woman is sexy and confident - a golden star above the twinkling city.
The director of this arrestingly beautiful commercial is Nicholas Winding Refn, director of the critically acclaimed thriller Drive
(2011), for which he was awarded best director at the Cannes Film Festival 2011, the internationally renowned Pusher trilogy
(1996-2005), as well as cult hits Bronson (2008) and Valhalla Rising (2009). He is currently finishing his next feature film,
Only God Forgives.
Winding Refn comments: “Working with Gucci was a new sort of challenge, and one that I relished. The story of this woman
speaks to us all. She is a modern fantasy figure, a true siren of our imaginations.”
Art direction was overseen by Ruini e Mariotti. REM has worked with the House numerous times and its involvement with the ca
mpaign for Gucci Guilty won the coveted prize for Best Media Campaign at the 2011 US FiFi Awards.
THE LINE UP
Gucci Première Eau de Parfum will be available as of September 2012 in:
Eau de Parfum 30ml RM244
Eau de Parfum 50ml RM321
Eau de Parfum 75ml RM417
Body Lotion 200ml RM166
Shower Gel 200ml RM143
Deo Spray 100ml RM143
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