Gucci's introduces a new perfume

Gucci has created an exclusive new scent, Forever Now, which pays tribute to its Florentine heritage and is set to debut at the Gucci Museo in Florence this week.

Gucci creative director Frida Giannini - who created the scent with perfumer Lorenzo Villoresi - told WWD:

"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."

The fragrance, which is for both men and women, comes in a 100ml. (3.3oz.) smokey grey 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.

Ingredients include bergamot, orange blossom, lavender and leather, while the base is composed of a rich blend of amber, musk, patchouli and vetiver.

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.