As Gucci celebrates its 100 anniversary, Gucci Flora Gorgeous Gardenia fragrance has had a revamp.

Now, in Eau de parfum for a more concentrated scent than the original, the happy floral fragrance is built around “a modern reinterpretation of the gorgeous” Gardenia flower.

“Fragrances are explorations and flowers, in particular, represent a world of infinite possibilities, says Gucci’s creative director, Alessandro Michele.

The scent itself is, of course, key, but a perfume’s visuals are also important. As per Michele’s vision, Gorgeous Gardenia, which is currently available in Gucci boutiques, is housed in a lacquered pink bottle, which also incorporates Vittorio Accornero’s 1966 floral motifs for Gucci. Modernity blends with heritage, while fantasy collides with reality. This is a Gorgeous Gardenia for the modern-day.

First created in 1966 by artist and illustrator Vittorio Accornero, the packaging features a new take on the House’s distinctive pattern, reimagined with a design inspired by Alessandro Michele’s vision. The fragrance is encased within a new, elongated pink lacquer glass bottle, crafted partly from recycled glass, with a shiny gold cap. The outer part is made in FSC®- certified paper—a system that guarantees products have been harvested responsibly.

The Gardenia is an especially Gucci-esque flower with a mystical history, said to be used used in elixirs and magical potions. It’s blended with a pear-blossom accord, jasmine grandiflorum, and a touch of brown sugar for a sweet and joyful floral scent to stretch out the summer. 

The campaign is fronted by a mulleted Miley Cyrus and set to her singing a cover of Shampoo’s’90s song ‘Delicious’. The advert is directed by Petra Collins and shows Miley playing with flowers, white poodles, and Persian cats around a white picket fenced Barbie mansion, playing electric guitar on the beach before transforming into an anime Miley Cyrus frolicking in flowers – the campaign is a Flora Fantasy, laced with LSD.  

Scenes tinted in pink and pastel hues create the film’s surreal spirit and draw the viewer into an anime dream, “a Flora Fantasy,” that moves from real life to another dimension altogether. As Miley transforms into an illustrated character, the viewer is transported into an imaginative world where nature springs to life.

“Just as you can delight in drawing out different notes from a bouquet—in this case, the gardenia, whose scent is unusual, sensual and intense—for the campaign, I had fun building a surreal and enchanting world around Miley Cyrus, creating a playful contrast between this artist with a rock ‘n’ roll spirit and a flowery universe.”