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Blake Lively Is Face of Gucci Premiere Fragrance

Gucci Taps Blake Lively

After a stint as the face of Chanel's Mademoiselle ads, Blake Lively has been named as the face of a whole new campaign — for a whole new house.

Gucci has tapped Lively to front the campaign for its newest fragrance, Gucci Première, which hits stores worldwide in September. While there's no word if Lively and Lagerfeld are still chummy, the actress has definitely won over Gucci's helmer, Frida Giannini. "She is a girl of extraordinary beauty and she's a girl who loves fashion," Giannini stated. "Although she's young, she's also very determined, and I liked this spirit.…She knows how to be a diva in the right sense, with an aspirational glamour."

The admiration is apparently mutual. "I couldn't be more proud to be working with Gucci and its heart, Frida," Lively said.

As for the campaign, it will include black-and-white images photographed by Mert & Marcus, as well as a short film directed by Nicolas Winding Refn. The print ads — which will appear in the UK first — will reportedly feature the actress wearing a sequined dress whilst looking out over the glimmering lights of Los Angeles, while the film will include footage of the actress in the Mojave Desert, as well as getting ready for a Hollywood premiere. The film will make its debut at this year's Venice Film Festival.

Above, Lively and Winding Refn on the set. Courtesy of Gucci.

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