It pays to be married to the boss.

Sultry actress Salma Hayek had the privilege of wearing the very first couture gown made under the new Gucci Premiere label, designed by the company's creative director Frida Giannini, to the "Robin Hood" premiere at the Cannes Film Festival Thursday.

The gown, a Bordeaux silk georgette floor-length one-shoulder number, has draping at the hip, back, and shoulder, with deep red crystal embroidery at the shoulder and waist.

Hayek accessorized with black satin Gucci peep-toe heels, a black satin clutch, dangly diamond earrings, and a door knocker of a ring. And, of course, she had her husband, Francois-Henri Pinault, chairman and CEO of PPR, Gucci's parent company, on her arm as well.

A Gucci spokesperson tells StyleList that Giannini has been working on the Gucci Premiere capsule collection using French haute couture ateliers and that the gowns are available on a limited basis to Gucci's top clients, like Hayek. Though a price cannot be attributed to Hayek's gown, most couture dresses range from $16,000 to $20,000.


Gucci is entering the haute couture industry at an odd time. It is thought that demand is on the wane, as the tradition of attending the shows and ordering a seasonal wardrobe is not being passed down. Consumers have much different needs than they did when haute couture was established in the late 1800s, and couture houses have been dying out ever since.

In 2005, Giorgio Armani launched his haute couture line, Armani Privé, which has been a huge success on the red carpet. Apparently, Gucci is looking to follow Armani's lead.