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Floria Sigismondi Builds A Star Studded Garden of Dreams for Gucci Bloom

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This other-wordly campaign for Gucci Bloom Profumi di Fiori, the latest fragrance marks an inspiring collaboration between visionaries Floria Sigismondi of Believe and Gucci’s Alessandro Michele

Floria Sigismondi Builds A Star Studded Garden of Dreams for Gucci Bloom

Set at a mystical and ancient landmark, the new Gucci Bloom fragrance campaign tells the story of four women living in a garden of dreams. The protagonists are bold and inspiring women: actor Anjelica Huston, singer-songwriter Florence Welch, actor Jodie Turner-Smith and designer Susie Cave, who join each other in this dream-like sequence. Through these artists, the campaign reveals the true heart of Bloom, offering an exploration of imagination and identity mirrored by the radiant floral signature of Gucci Bloom Profumo di Fiori. 

In conjunction with shooting the print campaign, Floria directed the mesmerising film campaign. The piece opens with Florence Welch exploring the abandoned theatres of La Scarzuola, a surrealist architectural compound built around an old Franciscan convent. 

Gradually, we are introduced to the other protagonists, who take turns roaming through the mystical passages of La Scarzuola until they find a wishing well and perform a ceremony picking flowers and throwing them into the water. As the flowers float away, the act of making a wish opens up a parallel universe. 

The fantasy sequence intensifies with frenetic energy as the film comes to its crescendo of floral explosion, reified through the stop-motion magic of the legendary Brothers Quay. Bursts of petals and flowers fall from the sky and shower the protagonists who continue to perform ritualistically as the momentum climaxes. It is a dark wonderland of suspended reality, replete with flowers that bloom to reveal darting eyes at their centers. 

This new work harnesses the power of two artists at height of their creative prowess - Sigismondi and Michele - each with their singular, boundary-defying visions of what a fashion campaign can be. Beautiful, mysterious, spellbinding - this memorable campaign marks a bold new step forward for the Gucci Bloom brand. 


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Director/Print Photographer: Floria Sigismondi 

Executive Producer at Believe Media: Liz Silver 

Creative Director: Alessandro Michele 

Art Director: Christopher Simmonds 

Talents: Anjelica Huston, Florence Welch, Jodie Turner-Smith, Susie Cave 

Director of Photography: Nicola Pecorini 

Choreographer: Denna Thomsen 

Stop Animation: Brothers Quay

Head of Production at Believe Media: Vitaly Koshman 

Editor at Bonch: Jarrett Fijal 

Color-Correct at Company 3: Stefan Sonnenfeld

Visual Effects: Eight VFX 

Final Mix: Lawrence Rothman 

Make Up: Thomas de Kluyver 

Stylist: Jonathan Kaye 

Hair Stylist: Paul Henlon

Genres: People, Fashion & Beauty, Storytelling

Categories: Beauty & Health, Perfume and aftershave

Believe Media US, Tue, 04 Aug 2020 09:51:57 GMT