Gucci will release its new fragrance, "Gucci Premiere Eau de Toilette" (30ml/8,200 yen, 50ml/10,100 yen, 75ml/13,800 yen) on September 3rd.

This fragrance adds a fresh scent to "Gucci Premiere Eau de Parfum," inspired by the "Gucci Premiere Haute Couture Collection" that debuted at the 2010 Cannes Film Festival. Top notes of orange blossom and citrus oil evoke champagne, while middle notes are woven with flowers such as freesia, jasmine, and Bulgarian rose. Base notes are warm leather and patchouli.

The bottle and packaging also feature the same motifs as the eau de parfum, including the brand's iconic horsebit and medal charm, and the "Gucci Premiere" logo is adorned on the cap. The box features the handwritten signature of founder Guccio Gucci, and the fragrance color and outer box are now a soft gold instead of the traditional shiny gold.

The promotional visuals were photographed by Mert & Marcus. Blake Lively was chosen as the muse.

Gucci Creative Director Frida Giannini commented, "The harmony of jasmine sambac and Bulgarian rose, contrasted with freesia, creates a modern and feminine scent. Suitable for everyday wear."