Gucci has chosen an actress to be the face of its brand new scent Gucci Première. According to online reports, Gossip Girl star Blake Lively will take up promotional duties for the famous fashion house. The name of the perfume was inspired by Gucci’s luxury fashion range, which hit the market in 2010.

The actress was handpicked by the brand’s creative director Frida Giannini, who described the actress as “determined.” Lively was quoted as saying, “Gucci is a staple. It is a brand I have always looked up to because to me it represents strength.”

The new scent will first hit the shelves at Harrod’s on July 11. It will be supported by a campaign shot by movie director Nicolas Winding Refn.