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Lively was a natural choice for campaign. With her singular beauty and powerful presence, she effortlessly embodies the perfume's inspiration. "It is a pleasure to collaborate with Frida Giannini and Gucci on this new fragrance," she says. "I appreciate the concept and its various design elements. I am honoured to present the Gucci Première woman, whose qualities I admire".
"We wanted to have a film effect," explains Mert Piggot "Almost like a film noir, but with a modern twist".