Her #FloraFantasy anthem of imagination, self-expression and unbound freedom continues into this new dimension through digital adventures in Gucci Town, with content brought to life in partnership with game developer studio The Gang. Unveiled in May 2022, Gucci Town is the virtual destination on Roblox created for the growing global Gucci community. It represents a dynamic space for building connection through shared creative experiences, home to a community of like-minded individuals seeking the unexpected in the imaginative.

This immersive world now welcomes Miley’s avatar as an arbiter of play and discovery, leading quests, games, and interactive learning.

Gucci Town visitors can join scavenger hunts for magical “Flora” letters and win unexpected rewards, as well as unlock new surprises through Mini Game Heights. Additionally, on Selfie Way, all can strike a pose in the joyful scene of the latest Gucci Flora Gorgeous Jasmine campaign.

Users can also discover the fragrance in the virtual Gucci store. Modeled after real-life boutiques, it transports and inspires with a recreation of the physical Gucci Flora pop-up. And for those looking to accessorize the experience, visitors can purchase digital fragrance bottles as wearable backpacks to sport throughout the platform, while they explore the cheery world of Gucci Flora fragrances.

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PRESENTING GUCCI FLORA GORGEOUS JASMINE EAU DE PARFUM, THE NEW #FLORAFANTASY CHAPTER

Enter a new dimension of unbound freedom with Gucci Flora Gorgeous Jasmine Eau de Parfum. Continuing the story introduced with Gucci Flora Gorgeous Gardenia, this is the second fragrance to join the joy-fueled world of #FloraFantasy. Captured by artist Petra Collins, the new scent launches in August 2022 with a transporting campaign fronted by multi-platinum selling recording artist, songwriter and trailblazer Miley Cyrus.

The #FloraFantasy Story

Debuting in 2021 with Gucci Flora Gorgeous Gardenia Eau de Parfum, the #FloraFantasy story journeys through a candy pink world filled with pop references and kawaii cuteness. Surrounded with flowers and fluffy animals, Miley Cyrus takes us on an expressive leap of imagination inspired by the delicious scent, manifesting moments of pure joy that evolve into a cheery dreamscape. The embodiment of her generation, she speaks truth to self-expression, optimism and authenticity, drawing the viewer into an anime adventure.

Gucci Flora Gorgeous Jasmine Eau de Parfum

Gucci Flora Gorgeous Jasmine bursts with a radiant composition led by Grandiflorum Jasmine. Tender wreaths of noble Jasmine are transformed through extraction into the heart and spirit of Gucci Flora Gorgeous Jasmine, resulting in an enlightened expression of this precious flower. Blended with base notes of Sandalwood and Benzoin, its soothing sensuality creates a skin imprint unique to the wearer. Its energy of inner joy is further lifted with optimistic notes of Mandarine Essence and Magnolia Accord, which infuse the scent with joyful serenity.

The Packaging

Inspired by the soothing power of the turquoise stone–often associated with hope and protection– its namesake shade cloaks the elongated bottle with a dream-like influence. Reimagined in Alessandro Michele’s vision, the House’s distinctive Flora pattern seals the design with a magical touch, fortifying Gucci Flora Gorgeous Jasmine as an object of inner inspiration for all who encounter it.

The Campaign

Shot by artist Petra Collins and once again fronted by Miley Cyrus, the latest #FloraFantasy campaign continues into a luminous, inner space. The fantasy unfurls in the bedroom–a state of true imagination, where all dreams begin. Here, the protagonist is at home with herself. She cozies up to her kitten and sinks into a daydream, leaning against the bedspread with a larger-than-life bottle of Gucci Flora Gorgeous Jasmine. A sunlit breeze from the window illuminates the room’s blues and pinks, while scenes tinted in pastel hues create the film’s surreal spirit and draw the viewer into an anime dream. #FloraFantasy

Pricing: The fragrance is available beginning August for $138 (100ml), $108 (50ml) and $82 (30ml) at Sephora.

Credits: Creative Director: Alessandro Michele Art Director: Christopher Simmonds Photographer/Director: Petra Collins Makeup Artist: Thomas de Kluyver Hair Stylist: Paul Hanlon Music Credits: “Delicious” Written by Jacqueline Blake (PRS), Caroline Askew (PRS), Conall Ronan Fitzpatrick (PRS) Published by Wixen Music UK Ltd (PRS) Produced by Omer Fedi & Blake Slatkin Performed by Miley Cyrus

Music Credits: “Delicious” Written by Jacqueline Blake (PRS), Caroline Askew (PRS), Conall Ronan Fitzpatrick (PRS) Published by Wixen Music UK Ltd (PRS) Produced by Omer Fedi & Blake Slatkin Performed by Miley Cyrus

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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.

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According to a statement from the brand, this additional support will provide MAC’s existing partners with emergency relief funds to provide vital services, including food delivery, medication support, and testing and treating diagnosed COVID-19 cases, especially among the immunocompromised. But while this expands the Viva Glam mission, it doesn’t mean its focus has completely shifted.

“Viva Glam has never been about one cause, but about support to vulnerable communities. It was created many years ago simply as a hardship fund for people who needed safety nets,” John Demsey, chairman of the MAC Viva Glam Fund and executive group president of The Estée Lauder Companies, said in the statement. “To leverage this 100-percent giving model to help people affected by COVID-19 is a continuation of the principles VIVA GLAM was founded on from its inception.”

Viva Glam spokesperson Miley Cyrus announced the brand’s COVID-19 relief efforts — and officially kicking off the 2020 Viva Glam campaign — on Bright Minded, a series she created to connect people while isolating during the Global Covid Crisis.

To help support the efforts, purchase any current shade of Viva Glam Lipstick or post an Instagram message sharing a “virtual kiss of gratitude to those on the front lines” using the hashtag #mackissofgratitude.

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