Cunningham does Gucci
Out of context: Reply #37
- Started
- Last post
- 44 Responses
- kezza_20
From its original incarnation as a silk scarf specifically designed for Princess Grace of Monaco in 1966, to the sought-after accessories and ready to wear pieces designed by Frida Giannini in the 21st century, Gucci's Flora has proven to have a timeless allure. Rediscovered by Giannini as inspiration for the new Gucci fragrance, the heritage of Flora has been transformed into a sensuous and empowering new scent. Flora rolls out across the world from this month, launching internationally with a commercial shot by Chris Cunningham.
Cunningham's film, starring Australian model Abbey Lee, captures the seductive and ultra-feminine notes of the new fragrance while emphasising its call to strength and self confidence. A young woman in a diaphanous Flora print dress stands waist high in the middle of a seemingly unending mass of pristine white flowers, illuminated from behind by the setting sun. Taking on the power of nature she controls the movement of the wind to bring the field to life before shape-shifting into a ephemeral, Rorschach-like butterfly of dancing fabric and golden light. Shot over four days in Latvia during July last year, the film's field was created using more than 20,000 fake flowers.
Riccardo Ruini who developed the concept for the commercial with Giannini and Cunningham, explains the evolution of the film:
“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. 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. “
- It's too late for that kezza. Thanks to nairn I'm just picturing her slipping around in a puddle of butter.********
- It's too late for that kezza. Thanks to nairn I'm just picturing her slipping around in a puddle of butter.