Blake Lively for Gucci Premiere advert.

Gucci recently announced that it had signed up ‘Gossip Girl’ star Blake Lively to front the campaign for its new couture-inspired scent, Gucci Première. And the images have already been leaked.

Captured by fashion photography duo Mert and Marcus, the black and white ad reeks of Old Hollywood glamour – an aesthetic which was very much key to Gucci.

Named after Gucci’s couture line, Gucci Première is a scent for a woman “living her moment, whether it’s on the red carpet or at a private dinner”, according to the brand’s creative director, Frida Giannini.

The new scent is set to launch first in the UK at the end of the month exclusively at Harrods and Selfridges before going on general sale in September.

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