DISCOVER THE #FLORAFANTASY WITH MILEY CYRUS
“Scents are discoveries and flowers in particular represent a world of infinite possibilities. Just as you enjoy discovering different notes from a bouquet for the campaign – in this case the Gardenia, whose fragrance is special, sensual and intense – I enjoyed creating a surreal and enchanting world around Miley Cyrus. creating a playful contrast between this artist with a rock 'n' roll spirit and a flowery universe." Alessandro Michele. Escape to a happy fantasy land with Gucci Flora Gorgeous Gardenia. Evolving into a new delightful Eau de Parfum, floral yet subtly sweet, Gucci Flora Gorgeous Gardenia will relaunch in August 2021 with #FloraFantasy, a campaign led by multi-platinum artist, songwriter and pioneer Miley Cyrus. In a fantasy world inspired by Japanese anime. The happy dreamscape is of a kawaii cuteness where there is more, more. Miley Cyrus, as the personification of her generation, speaks out about self-expression, optimism and authenticity. In a fantasy full of flowers and fluffy animals, Gucci Flora Gorgeous Gardenia takes center stage as the perfect expression of her cheerfulness and as the signature floral scent for all free spirits. Born in the same year (2021) that celebrates the house's 100th anniversary, Gucci Flora Gorgeous Gardenia Eau de Parfum debuts with a new silhouette in lacquered pink and the signature Flora pattern reimagined according to Alessandro Michele's vision. Gucci Flora Gorgeous Gardenia Eau de Parfum Gucci Flora Gorgeous Gardenia is relaunched with a new Eau de Parfum that reveals a more concentrated expression of the original Eau de Toilette. A cheerful floral signature, the fragrance is built around the Gardenia flower, admired since the dawn of time for its beauty and said to have been used in elixirs and magical potions in the past. Inspired by this legend and its mystical power, the beautiful White Gardenia Nut is blended with the sunny Jasmine Grandiflorum Absolute. The modern floral signature starts with a cheerful Pear Blossom accord that makes wearers happy, while a touch of the Brown Sugar accord adds a delicate sweetness to the scent trail.
The package Gucci Flora Gorgeous Gardenia comes in a new elongated bottle. The lacquered pink glass and the shiny gold-coloured cap make it a beauty object. A striking addition is the house's signature Flora pattern. This design has been redesigned and inspired by the vision of Alessandro Michele. The painting of colorful flowers created by artist Vittorio Accornero for Gucci in 1966 is a core part of the brand identity. A profusion of illustrated flowers and plants can be seen on both the bottle and the packaging as a pattern, while the packaging also consists of refined ribbed paper. The campaign “The Flora Gorgeous Gardenia campaign is a challenge to reinterpret the floral world in an unexpected way. The inspiration comes from Miley Cyrus, an artist with a spirit that is rock 'n' roll and eclectic at the same time… Because who says someone with a rock 'n' roll attitude can't live in a flower world and symbol can stand for the Flora universe?” Alessandro Michele. Directed and shot by artist Petra Collins, the #FloraFantasy campaign is a journey through a candy-pink world, inspired by Japanese anime and full of pop references. Artist, actor, pioneer and philanthropist Miley Cyrus is the protagonist of the story and she surrounds herself with perfectly groomed white poodles and gentle Persian cats. We are invited into a house, complete with a white picket fence and neatly tended flower beds. She cuddles her animals in the garden before heading to the beach to play her electric guitar. Looking back at rock icons of the past and at the same time looking at the present, Miley is the perfect personification of a generation driven by authenticity and self-expression. Scenes colored in pinks and pastels create the surreal spirit of the film and draw the viewer into an anime dream, a Flora Fantasy that transitions from real life to another dimension. As Miley transforms into an illustrated character, the viewer is transported to an imaginative world where nature comes to life. Miley becomes her true self again when the Gucci Flora Gorgeous Gardenia bottle takes center stage again among the colorful flowers.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Petra Collins
Makeup artist: Thomas de Kluyver
Hairstylist: Paul Hanlon