ALWAYS: Tapping into its Florentine heritage, Gucci is crafting a special eau de parfum, Forever Now, slated to debut at the Gucci Museo in Florence this week, concurrently with the opening of the “Cindy Sherman: Early Works” exhibit.

Gucci creative director Frida Giannini and perfumer Lorenzo Villoresi collaborated on Forever Now, which is intended to evoke the fashion brand’s history and modernity as well as its connection to Tuscany, through use of ingredients such as Florentine iris grown in the hills around the city, as well as bergamot, orange blossom, lavender and leather. The base is composed of a rich blend of amber, musk, patchouli and vetiver.

This story first appeared in the January 9, 2013 issue of WWD. Subscribe Today.

“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.

The fragrance, which is for both men and women, comes in a 100-ml. (3.3-oz.) smoky gray flacon topped with a black grosgrain ribbon and a black cap with the Gucci crest seal, while the label features a gold design of the Gucci Museo. Forever Now will be on sale for 170 euros, or $200, exclusively at the museum, as well as in Gucci boutiques and on the company Web page.

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