forevermore79
05.12.08, 09:55
Nowy, damski zapach Gucci bedacy kolejnym etapem transformacji stylu
marki, z WWD.com za the fashionspot:
"Gucci’s iconic floral print Flora is a good luck charm for Frida
Giannini.
Three years ago the creative director of Gucci splashed the colorful
design from Gucci’s archives over canvas bags to produce a knockout
commercial success. This time, Giannini named Gucci’s latest women’s
scent after the feminine floral pattern and, together with Gucci’s
licensee Procter & Gamble Prestige Products, hopes Flora’s magic
will create the biggest-grossing fragrance in the Gucci stable.
Flora is the second Gucci women’s scent, following Gucci by Gucci,
created under Giannini’s creative reign at the Florentine fashion
house. Flora is aimed at a younger customer. Comparing the scents,
Giannini said Gucci by Gucci channeled the powerful Gucci woman,
while Flora addresses a sensual, younger woman.
“Flora is lighter, the floral scent of course evokes a younger
consumer, and she has a hedonistic, daring side. I don’t want to say
that Flora is the daughter of Gucci by Gucci but maybe the younger
sister,” said Giannini.
Asked how Flora fits into her lifestyle, Giannini added: “I will
wear Flora in the morning and Gucci by Gucci in the evening.”
Flora was designed to open a door for the future development of a
new category of Gucci fragrances intended to cater to a younger
customer. “Flora is another side of the multifaceted Gucci woman,”
Giannini said. “We have a huge space for the development of new
scents, and now we are trying to build a new category. I want to re-
create an entire panorama of scents under my vision.”
Turning to the archived Flora print for inspiration for the scent’s
concept came naturally to Giannini. First used on a Gucci scarf made
for Princess Grace in 1966, Flora was also utilized on many
different Gucci apparel and accessory items — some of which
Giannini’s mother wore.
“I was in love with the idea of a floral fragrance, and having the
idea of naming the perfume Flora, everything was consequential. I
wanted to give Flora a new freshness, so I decided to keep the same
floral pattern but make it not so literal with all 25 colors, but
black and white, more graphic and correct for the project,” said
Giannini.
The black-and-white Flora print is featured on the scent’s
packaging, but Giannini also printed it onto a butterflylike long
silk chiffon gown worn by Australian model Abbey Lee in the scent’s
advertising campaign. Shot by Chris Cunningham in a cornfield in
Latvia, Lee is depicted in the middle of more than 40,000 silk
flowers moving in tempo with the wind to the tune of an original
remix of Donna Summer’s “I Feel Love.” Inez & Vinoodh photographed
Flora’s print advertising visuals.
Strobel said Flora would be backed by a dedicated Web site for the
scent that will go live concurrently with the launch of the
fragrance."
Reklama:
www.thefashionspot.com/forums/f79/flora-gucci-fragrance-abbey-lee-kershaw-inez-vinoodh-74444.html
Premiera w kwietniu 2009, o nutach wkrotce.
