History
Flora – the new Gucci model inherited this name. And not from an old perfume, but from a fabric print that has existed in Gucci for over forty years. A silk scarf with a Flora motif was once worn by Grace Kelly. But over time, the popularity of the drawing “faded”. If not for the creative director of the brand Frida Giannini, the print would have disappeared in the archives. But Giannini decided to immortalize it in a namesake scent with notes of lush flora.
Shooting
Thinking over the advertising concept, the head of Gucci immediately raised the bar. She saw the Flora by Gucci video in such a way that it gave goosebumps. Top clip maker Chris Cunningham volunteered to cope with the task, whose work for Madonna and Bjork made a lot of noise. Dreams of a video masterpiece led the group led by Frida and Chris far – to Latvia. Only in the rays of the local marshmallow-pink sunsets, the director promised to shoot a truly spectacular story. And not in a garden or a greenhouse, but in a wheat field. According to the script, the main character of Flora by Gucci, Australian top model Abby Lee Kershaw, was supposed to soar over its endless surface.
fragrance
The Flora by Gucci fragrance is characterized as “complex floral”. The basic bouquet of rose and osmanthus, played with notes of citrus and peony, sounds unrecognizable and mysterious. The chord played an important role in the composition and patchouli, Gucci’s signature ingredients. Despite the floral essence of the novelty, the bottle and packaging are designed in black and white. As well as the dress of the main character of the video. Giannini explains this by his desire to “play with contrasts.”