30 Sep 2021
“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.” Alessandro Michele.
Escape into a joy-fuelled fantasy land with Gucci Flora Gorgeous Gardenia. Evolving into a new delicious Eau de Parfum, floral yet delicately sweet, Gucci Flora Gorgeous Gardenia relaunches in September 2021 with #FloraFantasy, a campaign fronted by multi-platinum selling recording artist, songwriter and trailblazer Miley Cyrus. A fanciful world inspired by Japanese anime, the cheery dreamscape is one of kawaii cuteness where more is more. The embodiment of her generation, Miley Cyrus speaks truth to self-expression, optimism and authenticity. In a fantasy filled with flowers and fluffy animals, Gucci Flora Gorgeous Gardenia takes centre stage as the perfect expression of her joy and a signature floral scent for all free spirits.
Born the same year the House celebrates its 100th Anniversary, Gucci Flora Gorgeous Gardenia debuts with a new silhouette in lacquered pink and the distinctive Flora pattern, reimagined in Alessandro Michele’s vision.
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, admired since the dawn of time for its splendour and said to be used in elixirs and magical potions. Taking inspiration from this legend and the idea of its mystical power, the gorgeous 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.
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 -“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 ‘n’ roll and eclectic at the same time... Because who says that someone with a rock ‘n’ roll attitude can’t live in a world of flowers and embody 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 filled with pop references. Artist, actor, trailblazer and philanthropist Miley Cyrus is the protagonist of the story, surrounding herself with perfectly groomed white poodles and soft Persian cats. Invited into a home, complete with a white picket fence and neatly tended flowerbeds, she drifts from cuddling the animals in the garden, before escaping to the beach playing her electric guitar. Harking back to rock icons in the past at the same time as being native to the now, Miley is the perfect embodiment of a generation driven by authenticity and self-expression. 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 as the Gucci Flora Gorgeous Gardenia bottle takes centre stage again, among colourful flowers.
GUCCI Flora Gorgeous Gardenia 50ml EDP $158 | 100ml EDP $213. Available from David Jones and MYER stores nationally.