NEW YORK — For its next fragrance, Gucci has gone avant-garde.

David Lynch, director of &”Blue Velvet” and &”Twin Peaks,” has been hired by Frida Giannini, creative director of Gucci, to direct the advertising for the new women’s fragrance, which is called Gucci and was developed with the design house’s beauty licensee Procter & Gamble Prestige Products.

Tentatively slated for launch in the fall, this is the first Gucci scent to be created from scratch by Giannini, as sole creative director, and this launch will mark the first time that Gucci has used TV advertising for a fragrance.

According to a statement from P&G, &”Lynch was selected for his holistic ability as an artist, his professional experience and knowledge, his never-ending research for beautiful images, his use of music and his modernity.” Moreover, Giannini is influenced by such creativity, and she thought it absolutely essential for the first Gucci TV campaign to have &”that magical touch from an outstanding director,” it concluded.

This story first appeared in the June 15, 2007 issue of WWD. Subscribe Today.

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