Blake Lively is the face of Gucci’s Premiere fragrance. As smell is the sense most closely associated with our emotions, Blake claims that the power of perfume is too important not to take advantage of.
“Fragrance is very much part of creating an identity. Scents evoke very, very powerful memories, whether it’s the scent of someone that you know, and someone that you love, or if it’s a meal that your mother made. It’s an incredible tool to have and say: ‘This is my identity, this is who I am now, this is who I want to be, and this is that I want people to remember me by,’” she said.
“One of the very few things that I do every single day is put on fragrance. If I’m not wearing makeup, if my hair’s not done, if I’m walking around in my pyjamas – I still put my fragrance on,” She revealed. “I will brush my teeth and put on my perfume. It’s who I am no matter what version of myself I am. It’s the smell that I want to identify with and so it’s directly linked to me in every way.”
The Premiere Fragrance campaign, shot by director Nicholas Winding Refn, took its inspiration from Old Hollywood Glamour. See the behind-the-scenes pictures, here: