Blake Lively has been announced as the face of Gucci's perfume, Gucci Première.
Speaking about her new role, the 24-year-old actress told WWD: "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."
Meanwhile, Gucci's creative director Frida Giannini explained that the actress was chosen "because she is a girl of extraordinary beauty and a girl who loves fashion. 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."
In the official press release, Giannini continued: "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."
The adverts, shot by Mert Alas and Marcus Piggott for print and Nicolas Winding Refn for television, mark Lively's first fragrance campaign.
She joins the likes of Evan Rachel Wood and James Franco, who also represent the brand's perfumes.
News of Lively's appointment comes after the 'Gossip Girl star scored her first fashion campaign - as the face of Chanel's new Mademoiselle handbag line - in March last year. Lively has also previously had a pair of Christian Louboutin shoes designed and named in her honour.Gucci Première will launch in Australia on the 14th of October 2012.