On September 2, 2012, Gucci Parfums revealed its new fragrance for women, Gucci Première, in Venice at a private cocktail party and dinner held at Granai Cipriani.
The fragrance was unveiled in the presence of Gucci’s Creative Director Frida Giannini, Gucci’s President and CEO Patrizio di Marco, the face of the new fragrance campaign Blake Lively, film director Nicolas Winding Refn and P&G Prestige’s Vice President Luigi Feola.
During the cocktail party, Nicolas Winding Refn presented his Gucci Première short film which was shot at the famous Sheats Goldstein Residence in Los Angeles. The Gucci Première couture gown which was worn by Blake Lively in the campaign was also on display at the event.
Inspired by the Gucci Première couture collection which debuted at the 2010 Cannes Film Festival, the fragrance seeks to celebrate the star in every woman.
Described as a sophisticated woody and musky scent, Gucci Première contains notes of bergamot, musk, leather and wood.
Gucci Première Eau de Parfum retails from $107 for 30ml. The Gucci Première fragrance range also offers a Body Lotion, Shower Gel and Deo Spray.
Gucci Première is now available from Gucci boutiques, Sephora Singapore stores, and leading departmental stores.
The new face of Gucci Première wore a one-of-a-kind Gucci cocktail dress fully embroidered with cherry overlapping palettes and raised flower detail around the neckline. The dress was paired with burgundy python high-heeled sandals with metallic spike details in the back.
The Creative Director of Gucci wore a one-of-a-kind Gucci silver and gunmetal degrade v-neck cocktail dress with art deco graphic beading and black diamond crystals, with grey-suede peeptoe sandals.
The actress wore a Gucci Fall/Winter 2012/13 black chiffon long sleeved cocktail dress with jet-beaded bodice and all-over embroidered skirt.
The film director wore a Gucci midnight-blue notch lapel two-button Marseille suit with a white dress shirt, blue-grosgrain tie and black-leather lace ups.
The model wore a Gucci Fall/Winter 2012/13 burgundy georgette silk sleeveless blouse, black velvet wrap skirt, and black suede high-heeled sandals.