Glossier introduces the You Fleur 2025 fragrance campaign, a series of visuals centered on botanical motifs and organic textures. Photographed by Tanya and Zhenya Posternak and directed by Mitch Ryan, the project features model Mayor Dutie in both intimate, garden-set portraits and candid, outdoor editorial shots. The imagery relies on natural light and a clean, warm aesthetic to emphasize the connection between the fragrance and its floral inspiration.
The campaign utilizes a shallow depth of field and macro details, with set design by Mila Taylor-Young incorporating lush foliage and wildflowers. Styling by Jasmine Hassett, hair by Lucas Wilson, makeup by Marcelo Gutierrez, and manicuring by Natalie Pavloski complete the production, which was captured across a mix of digital and analogue film formats.
