The Coty-owned Gucci beauty house has released a new collectable edition of its Gorgeous Gardenia scent into travel retail locations, which features a new spring-inspired bottle and new packaging. The scent first launched on 1 June exclusively with UK department store, Selfridges and was released for travel retail on 1 July.

 

The fragrance will be available two sizes: 50ml at an RRP of €59 and 100ml at €83.

 

The new limited edition Gucci Flora Gorgeous Gardenia bottle design and packaging pays homage to the nuances of the colour lavender.

 

Described as an ‘intensely feminine fragrance’ combining the lightness of the gardenia’s first blossom and the richness of its flower in full bloom, Gucci Flora Gorgeous Gardenia is said to characterise those who are ‘authentic and curiously compelling’.

 

FRESH NEW VISUALS

“Opening with a sparkling prelude of red berries, it gives way to an opulent floral heart,” said Gucci. “The plushness of white gardenia petals here is enhanced by the creamy warmth of frangipani flower, and underlaid by the delectable aroma of patchouli and brown sugar.”

The new painted opaque lavender-hued flacon takes a hexagonal-shape flacon to ‘reveal the brilliance of the colour’ and is offset by black Gucci lettering and the familiar black bow.

 

To match the new bottle, the packaging is also lavender and showcases the familiar flower and insect motif first created by Vittorio Accornero for Princess Grace of Monaco in 1966; core expression of Gucci.

 

Gucci model Unia Pakhomova takes centre stage in the new advertising material for limited edition bottle along with the pre-existing skus in the line.

Pakhomova has been photographed surrounded by twisting vines and pale roses with the original scent perched in her palm. In another shot, the whole fragrance family appears distinctly from the new bottle, which sits atop a white pillar against a pink background filled with sparkling fairy lights and soft flower arrangements.

 

“A juxtaposition of modern yet classic beauty, the limited edition scent is captured alongside the full Gucci Flora line in a new advertising campaign for 2020, shot by artistic French duo Pierre et Gilles in their inimitable photo-painting hybrid style,” said Gucci.

 

“Peppered with references of unique iconography, art history and pop culture, the pair have created a fantastical celestial environment within the imagery.”