Gucci creative director Frido Giannini likes Blake Lively's spirit.

Blake Lively has become the new face of Gucci.

The 'Gossip Girl' actress will represent the Italian fashion house's Gucci Première, a new scent created to represent the brand's red-carpet-inspired line of the same name.

This is Blake's first ever fragrance campaign and she says it's a huge honor.

She 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.''

Gucci creative director Frida Giannini says she chose 24-year-old Blake ''because she is a girl of extraordinary beauty and a girl who loves fashion''.

She added: ''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 glamor.

Gucci Première is scheduled to launch in late July in the UK prior to the worldwide launch in September.


© Bang Showbiz