Blake Lively for Gucci Premiere sneak peek

Last week I posted about Blake Lively's new gig as the face of Gucci Première, a new fragrance for the Italian luxury label. Now we have our first sneak peek at the advertising campaign which also seems to resemble a movie poster of sorts. The print ads were photographed by Mert Alas and Marcus Piggott, while the short film to accompany the campaign was shot by Drive director, Nicolas Winding Refn. Due to début at the Venice Film Festival, the short film will première on September 1.

Speaking of why she chose Blake, Frida Giannini said it was "because she is a girl of extraordinary beauty and she's a girl who loves fashion. She has great taste in clothes. 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."

As the new brand ambassador for Gucci, the 24-year-old starlet 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."

Gucci Première fragrance will be available in the UK in late July.