Gucci

Jul 2024

For the 2024 Gucci Flora campaign, the luxury fragrance house leans into a saturated, dreamlike California aesthetic that perfectly balances the brand's heritage with a youthful, botanical spirit. Under the visionary eye of creative director Sabato De Sarno, the campaign captures a sense of effortless freedom, with photographer Tyler Mitchell masterfully utilizing natural light to drench the scene in a sun-soaked glow. The campaign features global icon Miley Cyrus, who anchors the narrative amidst a vibrant hillside landscape, juxtaposing the organic, overflowing textures of wild meadows against the crisp, iconic geometry of the Hollywood sign. The visual storytelling excels through its editorial minimalism, allowing the varied pastel hues of the perfume bottles to pop against the lush, floral-filled foregrounds. By weaving together elements of lifestyle photography and high-end commercial polish, the project creates an immersive sensory experience that feels both aspirational and intimate. Whether focusing on the clean, gold-capped silhouettes of the fragrance line or arranging them alongside coordinating makeup essentials, the work emphasizes the delicate interplay between modern design and natural beauty. This project succeeds by grounding the high-fashion identity of Gucci in a familiar, airy environment, utilizing depth of field to keep the botanical-inspired branding at the heart of the viewer's gaze, ultimately resulting in a campaign that feels as fresh and effervescent as the fragrance itself.

Commercial

Natural light

Fragrance, Beauty