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Image / Style / Beauty

Gucci Flora Gorgeous Gardenia is the scent you need to stretch out the summer


By Holly O'Neill
25th Aug 2021
Gucci Flora Gorgeous Gardenia is the scent you need to stretch out the summer

As Gucci celebrates its 100 anniversary, Gucci Flora Gorgeous Gardenia fragrance has had a revamp.

Now in eau de parfum for a more concentrated scent than the original, the happy floral fragrance is built around “a modern reinterpretation of the gorgeous” Gardenia flower.

“Fragrances are explorations and flowers, in particular, represent a world of infinite possibilities,” says Gucci’s creative director, Alessandro Michele, who says the scent is “unusual, sensual and intense.”

The Gardenia is an especially Gucci-esque flower with a mystical history, said to be used used in elixirs and magical potions. It’s blended with a pear-blossom accord, jasmine grandiflorum, and a touch of brown sugar for a sweet and joyful floral scent to stretch out the summer. 

Gucci Flora Gorgeous Gardenia

Gucci Flora Gorgeous Gardenia, 50ml, €100

It’s a showstopper new bottle, in lacquered pink like Gucci Bloom, in a new glass silhouette with a sparkly gold cap. Gucci’s signature Flora pattern has been reimagined on the label in a  painting of colourful flowers created by artist Vittorio Accornero for Gucci in 1966.

The campaign is fronted by a mulleted Miley Cyrus and set to her singing a cover of Shampoo’s’90s song ‘Delicious’. Directed by Petra Collins, the video shows Miley playing with flowers, white poodles and Persian cats around a white picket fenced Barbie mansion, playing electric guitar on the beach before transforming into an anime Miley Cyrus frolicking in flowers – the campaign is definitely a Flora Fantasy, laced with LSD. “The Flora Gorgeous Gardenia campaign is a challenge to reinterpret the world of flowers in an unexpected way,” says Alessandro Michele. “Just as you can delight in drawing out different notes from a bouquet, 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.”

Gucci Flora Gorgeous Gardenia, 50ml, €100, is available now from Brown Thomas and Arnotts.

Photography by Gucci. We may earn a commission if you buy something from any affiliate links on our site.