EXPLORE #FLORAFANTASY WITH
MILEY CYRUS
Escape to a fantasy land full of joy with Gucci Flora Gorgeous Gardenia. Evolving into a new delightful, floral yet subtly sweet Eau de Parfum, Gucci Flora Gorgeous Gardenia relaunches with the #FloraFantasy campaign featuring Miley Cyrus.
In a fantasy world inspired by Japanese anime and filled with pop references, the happy dreamscape is of a kawaii cuteness where there is more, more.
Multi-platinum selling recording artist, songwriter and trailblazer Miley Cyrus is the protagonist of the story, surrounding herself with perfectly groomed white poodles and soft Persian cats.
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 Cyrus’ joy and a signature floral scent for all free spirits.
THE FRAGRANCE
Gucci Flora Gorgeous Gardenia relaunches with a new Eau de Parfum revealing a more highly concentrated expression of the original Eau de Toilette.
A joyful floral signature, the scent is built around the Gardenia flower. The White Gardenia note is blended with solar Jasmine Grandiflorum Absolute. The modern floral signature is introduced by a cheerful Pear Blossom accord which encourages wearers to burst with joy, while a touch of Brown Sugar accord adds a delicate sweetness to its sillage.
“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. For the campaign, I had fun building a surreal and enchanting world around Miley Cyrus, creating a playful contrast between this artist with a rock and roll spirit and a flowery universe.” – Alessandro Michele.
THE PACKAGING
Gucci Flora Gorgeous Gardenia is encased within a new, elongated bottle. The lacquered pink glass and shiny gold cap make it an object of beauty.
One notable addition is the House’s distinctive Flora pattern: reimagined with a design inspired by Alessandro Michele’s vision, it is a core part of the brand identity, a painting of colourful flowers created by artist Vittorio Accornero for Gucci in 1966. Bursting with illustrated floral life, both the bottle and outer carton showcase versions of this pattern, while the latter also features a sophisticated ribbed paper.
THE CAMPAIGN
Directed and shot by artist Petra Collins, the #FloraFantasy campaign is a journey through a candy pink world, inspired by Japanese anime and filled with pop references. Cyrus is the protagonist of the story, surrounding herself with perfectly groomed white poodles and soft Persian cats.
Scenes tinted in pink and pastel hues create the film’s surreal spirit and draw the viewer into an anime dream, “a Flora Fantasy” that moves from real life to another dimension altogether. As Miley transforms into an illustrated character, the viewer is transported into an imaginative world where nature springs to life. Miley becomes her true self again when the Gucci Flora Gorgeous Gardenia bottle takes center stage again among the colourful flowers.
«The Flora Gorgeous Gardenia campaign is a challenge to reinterpret the world of flowers in an unexpected way. The inspiration comes from Miley Cyrus, an artist with a spirit that is both rock and roll and eclectic at the same time… because who says that someone with a rock and roll attitude can’t live in a world of flowers and embody the Flora universe? » – Alessandro Michele.
CREDITS:
Creative Director:
Alessandro Michele
Art Director:
Christopher Simmonds
Photographer/Director:
Petra Collins
Make Up Artist:
Thomas de Kluyver
Hair Stylist:
Paul Hanlon