Gucci will launch a new women's perfume from July 2012 called Première after their fashion collection from 2010 which was inspired by the glamour of the Cannes Festival. More generally speaking, it appears to want to tap into all reservoirs of cinematic glamour. Its spokesperson Blake Lively cites The Philadelphia Story, Audrey Hepburn, Katherine Hepburn and Grace Kelly as her favorite style references...
Première is seen as the feminine pendant to Gucci by Gucci for men as a result of a process which has seen the first perfume designed under the art direction of Frida Giannini Gucci by Gucci for women acquire more the status of a "niche perfume" within the brand. Customers have reportedly pointed to its masculine elements.
As Giannini has essentially tried to make the brand more commercial, this could be explained also by the fact that olfactive references have become easier and easier relegating other juices into the territory of more arduous palettes of reference since comparative smelling counts to establish your points of reference. If you look at the previous Tom Ford tenure (1994-2004) and the perfumes that came out then such as Gucci pour Homme, Gucci EDP, Gucci Rush for women, this increasing movement of easy lifestyle fragrance can be seen to define the new Gucci house of perfumes. But it is good that Gucci keep some of the more "niche" fragrances available for their customers in restricted channels of distribution such as for Gucci EDP which people often think is discontinued and is actually now in the Classics collection.
Gucci Première features top notes of bergamot and orange blossom, a heart of white flowers and musk, and a base cocktail of leather and wood.
While the flacon looks silvery in the visual seeming to allude to the silver screen, it is in fact gold to mesh with the Gucci universe.
Blake Lively of The Gossip Girl series, which is remarkable for its fashion parade quality if not for its substance, said she appreciated in Gucci their capacity to balance out “the feminine and masculine powers of a woman”. She added,
“Gucci is a staple. It is a brand I have always looked up to because to me it represents strength,” she said. “In their designs, in their images, in what they stand for philanthropically, and especially in their fragrance.…I couldn’t be more proud to be working with Gucci and its heart, Frida.”