Gucci Debuts New Scent "Forever Now" to Evoke Their History

Based on their Florentine heritage, Gucci has created a special eau de parfum called Forever Now. This new scent is set to debut at the Gucci Museo in Florence this week, alongside the opening of the "Cindy Sherman: Early Works" exhibit.

Gucci creative director Frida Giannini collaborated with perfumer Lorenzo Villoresi collaborated to evoke the fashion brand's history and modernity. They used ingredients found in Tuscany, like the Florentine iris, as well as bergamot, orange blossom, lavender and leather. The foundation of Forever Now is a rich blend of amber, musk, patchouli and vetiver.

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