GUCCI New Fragrance @ Forever Now

GUCCI latest fragrance Forever Now for men and women conceived by Creative Director Frida Giannini in collaboration with fragrance nose Lorenzo Villoresi as a unique, olfactive memory of the House’s extraordinary Florentine heritage. Inspired by the “Forever Now” philosophy, this elegant and intense scent is rich in nuances, evoking the memory of Gucci’s time honoured tradition and its uniquely modern attitude. The Forever Now fragrance will be exclusively available at the Gucci Museo, at Gucci boutiques worldwide and on gucci.com from January 2013. 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 90^th 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. The unmistakable Florentine identity of Gucci is now infused into a unique fragrance that mirrors the uncompromising desire to make lasting creations, an authentic and enduring passion linking the House’s origins to eternity. 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’.

Frida Giannini created the scent in collaboration with Lorenzo Villoresi whose fragrances are distinguished by the primary use of precious natural ingredients and extracts, combined with a personal taste for rich composition of tones and of different, yet harmonious, atmospheres. Rich in herbs and spices with soft nuances of citrus trees and precious flowers nestling along the walls of hidden gardens, unique aromas from the hills of Florence, the elegant and intense “Forever Now” new fragrance evokes the House’s tradition and identity through a velvety heart of leather, suede and Tuscan iris with a deep modern touch of woods in an enveloping sensual trail of amber and musky notes. Top notes: bergamot, mandarin, black pepper, lavender. Heart notes: leather, suede, nutmeg, Tuscan iris. Base notes: amber, musk, patchouli, vetiver. The fragrance comprises a combination of the most noble perfumery materials from Italy and around the globe. Calabrian Citrus fruits, open the fragrance along with the soft greenness of Orange blossom and Lavender, inspired by the Medician villa gardens.