Gucci have announced the face of its new scent Gucci Premiere will be none other than... Blake Lively?
Blake, who we thought was Karl Lagerfeld's red carpet lady of the moment, has apparently jumped off the good ship Chanel and into the waiting, err, hull of Gucci.
Obvs it's possible that she's going to work for both the superbrands but we thought that only the likes of Kate Moss were allowed to get away with those sorts of shenanigans.
From the pen of the Gucci press release machine on behalf of creative director Frida Giannini:
"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."
Nicolas Winding Refn (he of Drive fame) is directing the short promo film and Mert Alas and Marcus Piggott are on board for the print campaign.
What do you reckon is the secret to Blake's appeal?
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