Gucci Forever Now

Gucci just unveiled the Forever Now fragrance for men and women conceived by Creative Director Frida Giannini in collaboration with Lorenzo Villoresi.

The inspiration
It was in 1921 that Guccio Gucci opened its first store in Florence and in 2011 the Gucci Museo opened in Piazza della Signoria as a tribute to the House's 90th anniversary. The historic Palazzo della Mercanzia is the symbol of the timeless tradition that still lives on today through a heritage of icons and values that continue to inspire the House, taking their cue from Gucci's birthplace in Tuscany.

Frida Giannini said, "Just as the Gucci Museo represents the remarkable narrative behind our iconic products and motifs, so this new fragrance subtley conveys the elegance and sophistication of our roots."

The Fragrance
Calabrian Citrus fruits, open the fragrance along with the soft greenness of Orange blossom and Lavender, inspired by the Medician villa gardens. The rich heritage of Gucci is brought to life with a smooth leather heart and iconic flowers. The Florantine Orris is the most exclusive of perfumery materials. It comes from the rhizome of the Iris flowers that grow in the Tuscan hills around the city, the rhizomes must be at least 2 years old before they can be harvested and must be aged for a further 3 years before the precious oil can be extracted. To complete the rich signature character at the heart of the fragrance, there are hints of the most special flower oils, Moroccan and Bulgarian Roses, Jasmine from Grasse and exotic Ylang Ylang; each oil is specially selected from the pure essential oil extraction. Opulence is an unmistakable signature in the dry down of the fragrance coming from La Reunion Vetiver and Indonesian Patchouli, each carefully selected for their smoothness and purity. Complemented by precious woods, textural musky notes and elegant amber.

Top notes: bergamot, mandarin, black pepper, lavender.
Heart notes: leather, suede, nutmeg, Tuscan iris.
Base notes: amber, musk, patchouli, vetiver.

The design 
The packaging and design feature distinctive details from the Gucci Museo in Florence, such as the gold façade logo and the Gucci Crest symbol. In addition, the grey color recalls the eco - friendly shopping bag exclusively available at the Gucci Museo Icon store.

The Forever Now fragrance will be exclusively available at the Gucci Museo, at Gucci boutiques worldwide and on gucci.com from January 2013.