Blake Lively Is Gucci’s New Face

Blake Lively with Drive director Nicolas Winding Refn. Photo: Courtesy of Gucci

Gucci announced this morning that Blake Lively is the face of their new women's fragrance, Première, which comes out next month. According to the brand's press release, she'll appear in print ads shot by Mert Alas and Marcus Piggott, as well as a commercial by Nicolas Winding Refn, who directed the movies Drive and Pusher, among others. The film will debut at what's sure to be a swanky Gucci party during the Venice Film Festival on September 1. Of selecting Lively for the fragrance, Gucci creative director Frida Giannini has this to say:

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.

For her own part, Lively said, "I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance." So, apparently no love letters, dreams, or possibilities this time, but even Blake can't have everything.