Back in 1974, after accepting they had probably done all there was to do when it came to threads, scarves and bags, the biggest selling Italian luxury brand in the world decided to tiptoe into the world of fine fragrances. Cue the appropriately named No. 1, which reared its pretty smell that year, and which was succeeded by hits such as Envy, Rush and the latest, Gucci. Gucci was tight with the pearl-earring set (Audrey Hepburn, Grace Kelly, and Jacqueline Onassis), but the “we like to wear shiny big dollar signs round our neck” crew (Jay Z, 50 Cent, Missy E, et al) also fell for the label's Italian Charm. With a terrifyingly cool advertising campaign featuring three of the hottest models in the universe dancing around languidly in sexy bronze dresses (Raquel Zimmerman, Natasha Poly and Freja Beha Erichsen) and directed by David Lynch, the new Gucci EDP just reinstated Gucci as the house of cool. What better way to sneak into the luxurious, glamourous world of Gucci than with one of their fine scents. (Hint: None.)