gucci première campaign

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Eau de Parfum

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Blake Lively, the face of the original Gucci Première Eau de Parfum reprises her role for the new, softer Eau de Toilette. Again photographed by Mert Alas and Marcus Piggott, Blake brings her own brand of feminine strength and assurance to the scent. 

Lively observes that glamour does not have to be the preserve of a big night or grand event, saying,  “while Gucci Première represents a red carpet moment or a big night out, the new Eau de Toilette version is softer. It has all the great presence of the original, but dialled down and freshened up. This new fragrance announces that you have strength and are happy in your own skin. I really love that. It’s for the woman that I’ve always aspired to be. Every day.”


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