Inspired by classic Hollywood glamour, the newest women's scent from Gucci is named after a collection of gowns it unveiled during the 2010 Cannes International Film Festival. The fragrance, as Gucci's creative director, Frida Giannini, explainedby e-mail, is meant to conjure a "highly luxurious and inspirational universe."
What it smells like
The layering of orange blossom and white flowers is feminine yet quite sweet. While Giannini compares the "Champagne-like opening effect" to "a red-carpet entrance," it also has the potential to wade into Real Housewives territory. Musk anchors the floral headiness, but the wood and leather notes aren't fully expressed – odd, given that Gucci is a leather-goods house.
Also strange is the fact that no perfumer is officially linked to the scent – akin in the fragrance world to a director taking his or her name off a movie.
The squat art deco bottle is designed to appear as if dipped in liquid gold, bearing subtle Gucci signage atop the cap and on a charm that dangles from the bottle's neck alongside a plastic gold piece resembling the brand's iconic horse bit.
Blond bombshell Blake Lively ( GossipGirl 's Serena van der Woodsen) was shot by fashion photographers Mert Alas and Marcus Piggott for the campaign. Of her fragrance persona, Lively says by e-mail, "[She's] a timeless woman in her strongest, most powerful form."
Who it's for
A woman more enticed by the image and pedigree of a scent than the scent itself. If Gucci Première makes her feel like a star, however, who's to say it's not a success?
The fragrance had its official debut in the fall, but this is awards season, when red-carpet glamour is top of mind. Still, it's more commercial crowd-pleaser than offbeat darling. Consider it the fragrance equivalent of an airplane movie.
Where to buy it
Holt Renfrew, The Bay, Ogilvy, Sephora, Shoppers Drug Mart Beauty Boutiques and Murale.
$78 for 30 ml, $130 for 75 ml.