Following in the footsteps of fellow actress Evan Rachel Wood, who fronted the Gucci Guilty campaign with Chris Evans, Lively has been chosen for her 'unique style and charisma' said Gucci Creative Director Frida Giannini.
'In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood's golden era.' she added. Which explains why Lively was pictured looking so glamorous in matching red lips and nails on set.
The print campaign has been shot by Mert & Marcus, while the film to accompany the launch has been directed by Nicolas Winding Refn, who won best director for the film Drive at the Cannes Film Festival 2011.
Lively said of her latest role, 'It is a pleasure to collaborate with Frida Giannini. I admire the qualities of the Gucci Première woman and feel honoured to represent the fragrance.'
The short film will premiere during the Venice Film Festival on September 1st, while the fragrance will launch in July.
