Gucci Creative Director's Frida Giannini, said, about the announcement “In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood’s golden era. Blake’s unique style and charisma brings that allure to life in a very contemporary way.”
Blake has already shot a short film campaign, which was directed by Nicolas Winding Reen and the print campaign for the new fragrance shot by Mert & Marcus,
About her new role Blake said: 'It is a pleasure to collaborate with Frida Giannini. I admire the qualities of the Gucci Première woman and feel honoured to represent the fragrance.'
Gucci Première will be launched worldwide from July 2012.