Gucci revisits its Florentine heritage for a new scent



10 January 2013

Gucci goes back to its Florentine roots for the creation of Forever Now, an eau de parfum due to launch at the Gucci Museo in Florence this week. This special scent was made through a collaboration between Gucci creative director Frida Giannini and perfumer Lorenzo Villoresi to create a perfume reflecting the brand’s history and relationship with Tuscany. Imbued within the scent are ingredients found along the Tuscan countryside such as lavender, leather, orange blossom, bergamot and also the Florentine iris which is grown throughout the hills surrounding Florence. 
The fragrance is for both men and women and comes in a 100 millimeter gray flacon decorated with a black grosgrain ribbon and a black cap with the Gucci crest seal, while the label boasts a gold design of the Gucci Museo. The launch will coincide with the opening of the exhibition Cindy Sherman: Early Works also at the museum.
Forever Now will be sold exclusively at the museum as well as at Gucci boutiques and on