Blake Lively on Gucci campaign set in LA

Blake Lively has become the new face of Gucci. The Gossip Girl starlet is set to front a new Gucci fragrance called Gucci Première which has been named after the couture line that was launched in 2010. The scent was inspired by Old Hollywood glamour and glitz. It was described by Frida Giannini as being for a woman "living her moment, whether it's on the red carpet or at a private dinner."

This seems to be a fitting description of Lively, who was chosen "because she is a girl of extraordinary beauty and she's a girl who loves fashion. She has great taste in clothes," Giannini told WWD. "Although she's young, she's also very determined, and I liked this spirit... She knows how to be a diva in the right sense, with an aspirational glamour."

Mert Alas and Marcus Piggott shot the ad campaign in Los Angeles in February. The black-and-white images show Blake in a backless dress embellished in sequins, and her hair swept up in a vintage style. Speaking of her new role as brand ambassador for Gucci, Lively said: "Gucci is a staple. It is a brand I have always looked up to because to me it represents strength. 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."

As for which Old Hollywood sirens have influenced her own career and style, she revealed that she had grown up watching old movies starring Katharine Hepburn whom she noted as "the perfect example of all that I believe women should be." Then there is Grace Kelly ("Grace's style was soft like a sigh") and Audrey Hepburn, whose style "captured happiness."

"I wish women still walked around the house in full-length, black-tie-worthy dressing gowns," she said. "The beauty in old movies isn't just the material. It's the aesthetic... You can watch The Philadelphia Story on silent and still love it. It is one of the greatest fashion shows you'll ever witness."

Hear, hear! This isn't the first major high fashion campaign that Lively has starred in. She has previously featured in adverts for Chanel Mademoiselle. Gucci Première is due to launch in the UK in late July.

[Source: WWD]