Salma Hayek wears first GUCCI Couture gown at Cannes Film Festival

Although Gucci declined comment back in January when rumor went around that Frida Giannini was working on a debut couture collection for the brand. Gucci announced in a press release yesterday that the dress Salma Hayek wore to the Robin Hood premiere at the Cannes Film Festival, is the "very first" couture gown from the Gucci Premiere collection designed by Frida Giannini.

The dress was described in the statement as a "floor length bordeaux silk georgette one shoulder gown with hip, back and shoulder drape detail [which] also features deep red crystal embroidery at the shoulder and waist." Salma Hayek was accompanied on the red carpet by her husband, Francois-Henri Pinault, CEO of PPR, which owns Gucci.

It is not yet clear whether the collection would be sold only by appointment and used to dress top celebrities for big red carpet occasions or it will actually be available at Gucci showrooms or stores. Oliver Petcu of CPP, reckons this has been a very sensible move for the Italian brand, which after the departure of its former creative director Tom Ford more than five years ago, has been losing its appeal as a fashion brand, being mostly recognized as an accessories brand.