Alessandro Michele Puts a New Spin on Gucci Flora with Gorgeous Gardenia Fragrance
The luxury beauty brand rocks its famous floral fragrance with a surrealistic and enchanting reimagination alongside a Miley Cyrus-fronted campaign.
Trust Alessandro Michele to put an idiosyncratic spin on a House emblem yet again — in this case, his choice of playground is florals, specifically the Gucci Flora perfume.
“Fragrances are explorations and flowers, in particular, represent a world of infinite possibilities. Just as you can delight in drawing out different notes from a bouquet—in this case, the gardenia, whose scent is unusual, sensual, and intense,” Michele adds.
The tirelessly subversive creative director entices us with a joy-fuelled #FloralFantasy story where he creates a playful contrast between a flowery universe and the protagonist with a rock ‘n’ roll spirit—brought to life by trailblazing recording artist and songwriter Miley Cyrus.
Directed and shot by artist Petra Collins, the campaign’s world-building starts with conjuring a fanciful dreamscape inspired by Japanese anime of kawaii cuteness. Juxtaposing pop references of flowers and fluffy animals, it pans out with Cyrus escaping to the beach with her electric guitar.
Evolving into a new delicious and delicate Eau de Parfum from the original Eau de Toilette, the joyous Gucci Flora Gorgeous Gardenia is absolutely a more highly concentrated expression.
It is built around the gardenia flower, known for being used in elixirs and magical potions, blending the gorgeous white gardenia note with solar jasmine grandiflorum absolute. The modern floral signature is introduced by a cheerful pear blossom accord and layered with sweet and delicate brown sugar notes.
Whimsical with an off-beat vibe, the perfume’s elongated bottle with lacquered pink glass and a shiny gold cap is sheathed in the House’s recognizable Flora pattern, referenced from the original painting created by artist Vittorio Accornero for Gucci in 1966 and now re-envisioned by Michele.
The scent bottle and its outer carton are now invigorated and teeming with floral life, albeit with an illustrated variety. Birthed as if on cue to Gucci’s 100th anniversary, the Gucci Flora Gorgeous Gardenia’s dramatic makeover makes it the perfect definition of bliss and a signature floral scent for all free spirits.
“Because who says that someone with a rock ‘n’ roll attitude can’t live in a world of flowers and embody the Flora universe?” quips Michele.
Visit www.gucci.com to find out more.
