Flora by Gucci Commercial Has Super Powers

“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful. “


When I checked out my friend's blog, the material boy, I saw one of the most unusual and complimentary commercials for the new fragrance of Gucci, Flora directed by the legendary Chris Cunningham. The flowery atmosphere that has been created along with the fiery sun, the beautiful Australian model Abbey Lee and the soft voice sensuously arousing all senses. It seems like if she is possessed by the devil, but in this case it's the fascinating odour she inhales which makes her loose her consciousness. As if this sweet poison has embraced her soul and is in control transforming her into a flower among thousand of others abounding her. This commercial reminds me of the book Perfume, which I'm reading currently, very mystique though! In total there were 20.000 flowers used to create the film field. ◆


“The main drive was to create a deep poetic feeling rather than something simply romantic, a word that doesn’t fit in the Gucci code. The choice of using Chris Cunningham fit perfectly with this concept,” says Ruini. “Chris added a lot to the original idea, making the whole project more majestic and cinematic. We strive to give as much creative space as possible to great directors that are involved in our projects so we avoid setting limitations at the outset. Chris developed the initial storyboard by adding his own principles and aesthetics.”


F.S