Floral Dream

Escape to a joy-fuelled land with the relaunch of Gucci Flora Gorgeous Gardenia. The fragrance is now lingering in an eau de parfum version.

The Italian fashion label Gucci is relaunching its Flora Gorgeous Gardenia 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 that can be white or yellow with a strong bouquet. Since the dawn of time, these blooms are said to have been used in elixirs and magical potions. Taking inspiration from the idea that it has mystical powers, the glorious 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 revamped packing portrays a new elongated bottle with lacquered pink glass and a shiny gold cap. A painting of colourful flowers, created by artist Vittorio Accornero for Gucci in 1966, stamps both the bottle and outer carton. The fragrance campaign brings Miley Cyrus, a versatile artist that represents a generation driven by authenticity and self-expression. “Who says that someone with a rock ‘n’ roll attitude can’t live in a world of flowers and embody the Flora universe?” says Alessandro Michele, Gucci’s Creative Director. The #FloraFantasy campaign is a journey through a candy pink world, inspired by Japanese anime and filled with pop references. BEAUTY Focus


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