The Flora by Gucci fragrance campaign video opens on model Abbey Lee Kershaw in a lush field of flowers, wearing a one-of-a-kind black and white chiffon Flora print dress. Set against a spectacular natural sunset, Kershaw takes control of the energy of nature. She uses it to bring the blossoms to life, before shifting into an ephemeral form of fabric and light. The result is powerful and ethereal, a testament to the strength and beautry of the modern Gucci woman.
“Foremost in our minds
was a desire to avoid the heroine being perceived as passive or dreamy,"
explains Gucci Creative Director Frida Giannini. "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. “
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