“Gucci is a staple. It is a brand I have always looked up to, because to me it represents strength,” the actress tells WWD. “In their designs, in their images, in what they stand for philanthropically, and especially in their fragrance.”
Lively was shot in black-and-white film for the campaign, wearing a backless sequined dress with her hair styled in a glam retro-Hollywood look. The scent is, according to Elle, meant to evoke Old Hollywood.
Gucci also produced a couture line of clothing under the name Premiere.