Gucci Gorgeous Gardenia – Gucci Flora: Gorgeous Gardenia

“Miley Cyrus is an artist with a spirit that is both rock ‘n’ roll and eclectic at the same time. I admire her and I think she will perfectly embody the new Gucci Flora Gorgeous Gardenia fragrance and story.” – Alessandro Michele

Miley Cyrus. Photo courtesy of Gucci.

Gucci has announced the debut of multi-platinum selling recording artist, songwriter and trailblazer Miley Cyrus as the face of Gucci Flora Gorgeous Gardenia Eau de Parfum, a new fragrance by Creative Director Alessandro Michele.

With her distinctive individuality, she will be the protagonist in a series of images and a fanciful video, directed and shot by artist Petra Collins under Alessandro Michele’s creative direction, dedicated to the new scent.

The embodiment of her generation, Miley Cyrus speaks truth to self-expression, optimism and authenticity, acting as a muse for the new joy-fueled fantasy land created by Gucci Beauty and inspired by her unique personality.

The new Gucci Flora Gorgeous Gardenia Eau de Parfum will be available from July 30th on gucci.com and starting August 1st in selected Gucci stores, retailers and perfumeries worldwide. Further updates on the fragrance and its campaign will be announced in the coming weeks. Follow @guccibeauty on Instagram to discover more.

Gucci Flora Gorgeous Gardenia will be available August 2021 exclusively at Sephora and will be available nationally in October 2021.

GUCCI GUILTY LOVE EDITION 2021
Lovers live free from expectation with unconventional gifts for Valentine’s Day

Following the successful first launch of Gucci Guilty Love Edition, the celebration of freedom and unconventional love peculiar to the #ForeverGuilty universe continues with Gucci Guilty Love Edition 2021. In this special time of the year dedicated to love, Gucci presents the Gucci Guilty fragrances for him and for her in two new limited edition bottles. Set to become a modern declaration of passion and all it represents, the Love Edition scents are dedicated to eccentric lovers around the world who express their connections free from the rules and definitions of society. Exploring the male and female gaze, the two fragrances are newly presented in romantic pastel shades of ivory and a grey mauve, and inscribed with poetic messages of love; we are not together but we should be on the female bottle, and we should be together, but we are not on the male bottle.

Gucci Guilty Love Edition 2021 Pour Homme

The same Aromatic Fougère scent as Gucci Guilty Eau de Toilette Pour Homme, Gucci Guilty Love Edition 2021 Pour Homme is a modern masculine creation that opens with refreshing Italian Lemon. White florals with honey tones enrich the scent’s notes of Orange Blossom Absolute and French Lavender; the very flower the original playboy Casanova used to fragrance his love letters. Completing this modern expression of sensuality and mystery, sophisticated Patchouli develops with hints of leather, green, woodiness and incense-like qualities. The dry-down is intensified with the masculine richness of Cedarwood.

Gucci Guilty Love Edition 2021 Pour Femme

A strong and refined eau de parfum, Gucci Guilty Love Edition 2021 Pour Femme is the same romantic Ambery Floral scent as the popular Gucci Guilty Eau de Parfum Pour Femme. Opening in the mood of the scent’s message of unapologetic love, citrus top notes of Mandora – a fruit found in the Mediterranean island of Cyprus – are smoothed out with natural zesty Bergamot and spicy Pink Pepper. The heart defines the scent’s complexity, where Lilac is contrasted with rosy, violet notes and layered with Geranium Oil to create a nuanced and individual floral blend. Defining the scent is a deep natural duet of Patchouli Oils – Patchouli Coeur and Patchouli Oil Micro-Distillation – combined with Amber notes.

The Campaign

Gucci Guilty protagonists Jared Leto and Lana Del Rey are drawn to each other once more, finding themselves reunited in another peculiar setting: the motel. Captured by photographer Glen Luchford, Gucci Guilty Love Edition 2021 fragrances are represented as part of a traditional love trope with a twist, placed on the familiar bedside table in this peculiar environment.

The Packaging

Collectable objects of desire, the Gucci Guilty Love Edition 2021 bottle designs reflect the vision of #ForeverGuilty. Encased in the distinctive heavy glass Gucci Guilty bottles, the scents renew their look in shades of ivory and grey mauve, half in a shiny lacquered finish and half translucent glass. Acting as an echo for the other like star-crossed lovers, the back of each bottle features poetry verses designed to be paired to be completed: We are not together but we should be, on the female bottle, and we should be together, but we are not on the male fragrance. Both bottles are finished with a cap of the matching shade and accented with the House’s interlocking G logo. Inscribed with black capital letters in a new gothic font to reflect the bold statement the scents represent, each bottle is packaged within a matching box of the same design.

Singer, songwriter and actor Harry Styles stars in the new Gucci Mémoire d’une Odeur campaign.

Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory. I thought that, deep down, perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time. When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified; a hybrid scent that resembles memory as much as possible, Alessandro Michele.

Scent is in our subconscious, attached to fragments of moments lived, coloring them with emotions of all-consuming joy, of intense love, or overwhelming sadness. A scent can gift a moment again, so an experience from the past can be relived in the now.

For a new Gucci fragrance story, scent becomes an explorer of the power of memories, bringing them back from the past and making them live in our present. Skipping backward and forward in chronological time, the present and past are connected by a unique bridge that projects directly into the future. Presenting a new universal Gucci scent. A perfume unassigned with a gender or a time. Presenting Gucci Mémoire d’une Odeur.

The fragrance

Gucci Mémoire d’une Odeur is an elixir that transcends gender by its individuality, to establish a new olfactive family, Mineral Aromatic. The transcendent accord features unexpected and enigmatic ingredients, and is defined by a note of Roman chamomile. Alessandro Michele envisioned this particular flower inside the scent, blended by Master Perfumer Alberto Morillas.

Gucci Mémoire d’une Odeur’s Roman chamomile is structured with Indian Coral Jasmine petals for tenderness, precious musks for depth, and noble woods including warm, luminous sandalwood and airy, subtle cedarwood, a powerful tree with deep roots and an irresistible vanilla note.

Mineral Aromatic Family

Disrupting the traditional olfactive families that classifies fragrances, Gucci Mémoire d’une Odeur establishes a new modern fragrance category, Mineral, which is a mix of scents and emotions: airy, musky, transparent and authentic. Mineral was classically used to describe facets of some fragrances, and combined with Aromatic, it becomes the center of Gucci Memoire d’une Odeur.

The musky mineral accord is the keystone of the fragrance: it links all the other olfactive elements together with pure softness, Alberto Morillas.