Gucci Beauty has revealed the worldwide global advertising campaign for the new Gucci Flora Gorgeous Gardenia fragrance, featuring multi-platinum selling recording artist, songwriter, philantrophist and trailblazer, Miley Cyrus.
The campaign video features Miley as she enters the #FloraFantasy, a cheery dreamscape of a candy pink journey filled with pop references, that help transform Miley into her true self. Shot and directed by photographer and director, Petra Collins, Miley is pictured with perfectly groomed poodles, Persian cats and white picket fences.
"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 'n' roll spirit and a flowery universe," said Alessandro Michele.
Evolving into a new delicious Eau de Parfum, Gucci Flora Gorgeous Gardenia is inspired by the idea of mystical powers. Crafted by Master perfumers Honorine Blanc and Alberto Morillas, the fragrance is a modern reinterpretation of the gorgeous white gardenia note, magnified by the juiciness of pear blossom accord and blended with jasmine grandiflorum absolute at the heart. At the base, a touch of brown sugar and patchouli essence add a delicate sweetness to this unique addictive scent.
Reimagined in Alessandro Michele's vision, the joyful floral signature scent is encased with a new silhouette in lacquered pink and the distinctive Flora pattern created by artist Vittorio Accornero for Gucci in 1966. The painting of colorful flowers found on the bottle and carton pay homage to Gucci's core brand identity with a modernized update, representing the individuality and self-expression of the campaign while complementing the fragrances' vibrant notes.
Gucci Flora Gorgeous Gardenia will be available in the US beginning in August exclusively at Sephora, and available nationally in October.