Blake Lively has been announced as the new face of Gucci's latest fragrance, Première. The lovely actress will appear in the print ads, shot by Mert Alas and Marcus Piggott, and will star in a short film, directed by Nicolas Winding Refn. The perfume is set to be launched in July.

Blake Lively has been named the new face of Gucci's latest fragrance, Première, set to be launched in July. The stunning 24-year-old actress will appear in the house's print ads, shot by Mert Alas and Marcus Piggott, and will star in a short film, directed by Nicolas Winding Refn.

Frida Giannini, Gucci's creative director, said that Lively is the perfect choice to represent the perfume. "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," Giannini stated.
"She is a girl of extraordinary beauty and she's a girl who loves fashion," Giannini continued. "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."

Blake Lively Is the New Face of Gucci Première Fragrance

As for the actress, she confesses that it is a great honor to be the face of Gucci's fragrance as she has always seen the brand as a staple. "It is a pleasure to collaborate with Frida Giannini," said Lively in a press release. "I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance."
Lively also told WWD that, "Gucci is a staple. It is a brand I have always looked up to because to me it represents strength. In their designs, in their images, in what they stand for philanthropically, and especially in their fragrance."

Blake Lively follows in the footsteps of other celebrity faces such as Evan Rachel Wood, Chris Evans and James Franco for the Gucci house of fragrances. The campaign for Première will include black-and-white images that will appear in the UK first and a short film that will make its debut at this year's Venice Film Festival.

Blake Lively Gucci Premiere 2012

Photos: Getty Images, Gucci