Gucci Beauty Releases New Campaign With Miley Cyrus


Last month Gucci revealed that famed Singer and Songwriter, Miley Cyrus, would serve as the new face for Gucci Beauty for their Gucci Flora Gorgeous Gardenia fragrance. Now, the official campaign video has been released.

Gucci’s latest campaign video for the fragrance features Cyrus entering Flora Fantasy, surrounded by poodles and cats and a garden of pink, orange, and purple floral arrangements. Cyrus then emerges out of the pink house onto the beach, holding a bottle of the newest Gucci fragrance wearing a purple puffy-sleeved top, a pink sequin necklace, beige checkered trousers, and a pink electric guitar. Montages of Cyrus holding the perfume bottle in the floral garden and running around on the beach are shown, along with an animation of her which transports viewers into Gucci’s fragrance world.

The campaign was shot by Petra Collins, who also shot photos of the original campaign that announced Cyrus as the new face of Gucci Beauty. During this campaign video, Cyrus performed the song, ‘Delicious’ which speaks to the fragrance’s delicious and sweet floral smell. Japanese Kawaii culture, anime, and pop references were the main inspiration behind this campaign.

Creative direction for the campaign was done by Gucci’s Creative Director, Alessandro Michele. “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,” Michele said in a statement.

Gucci’s Flora Gorgeous Gardenia fragrance will be available exclusively at Sephora’s U.S. locations in August and nationwide beginning in October.


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