MILAN — Miley Cyrus is the most recent addition to the Gucci gang.
For its one hundredth anniversary, the Italian style home tapped the multi-awarded singer, songwriter and actor because the face of its new perfume, named Gucci Flora Gorgeous Gardenia.
Although many particulars on the marketing campaign are nonetheless beneath wraps, Cyrus is claimed to seem in a collection of photos and a whimsical video directed and photographed by Petra Collins beneath the inventive route of Alessandro Michele.
The designer described Cyrus as “an artist with a spirit that’s each rock ‘n’ roll and eclectic on the identical time.” Expressing his admiration for Cyrus, he mentioned he confides she is going to completely embody the scent and story behind it.
The marketing campaign photos that includes Cyrus shall be launched in the lead-up to the launch of Gucci Flora Gorgeous Gardenia, which shall be obtainable beginning July 30 on the model’s website online and from Aug. 1st in chosen Gucci shops, retailers and perfumeries worldwide.
As a face of a Gucci perfume, Cyrus joins a wealthy pool of worldwide A-list abilities, together with Harry Styles, who’s a longtime ambassador of the model throughout product classes and in addition fronted the marketing campaign for the Gucci Mémoire d’une Odeur scent.
Other famend music personalities tapped for such a job embrace Lana del Rey and Jared Leto — faces of Gucci Guilty — in addition to Florence Welch, who starred in the adverts for Gucci Bloom. In specific, in the photographs Welch was joined by Anjelica Huston, actor and mannequin Jodie Turner-Smith and designer Susie Cave.
Cyrus’ appointment is about to be notably strategic in attracting a large and various demography to the product, given the artist’s worldwide reputation, transversal affect throughout disciplines spanning from music and flicks to style in addition to media resonance. This is backed by a big engagement on social media, as she counts 134 million followers on Instagram alone, as an example — virtually double the next of the aforementioned personalities mixed.
The addition of greater than 45 million followers on Facebook, 46.2 million customers on Twitter and 12.9 million followers on TikTok make for fairly a platform for Gucci to additional amplify its model consciousness.
The style home has had the prospect to take a look at the potential of such a stage earlier than, since Cyrus shared photos sporting Gucci outfits on social media in the previous.
On Instagram, earlier this 12 months she posted a collection of contents of her Super Bowl LV TikTok Tailgate preshow efficiency in Tampa, for which she wore a customized Gucci sequined cropped T-shirt bearing Michele’s fortunate quantity 25.
But it was a more moderen activation that hinted {that a} wider collaboration might need been in the works. In April, the singer shared on her account a “brief selfie movie” forward of the Gucci Aria presentation. In the video, Cyrus was bedecked in the double G brand from head to toe, as she sported a inexperienced swimsuit and sunnies lined in the sample whereas being playful in a backyard, surrounded by Gucci’s present invite, actual canine and faux large mushrooms.
Coty Inc. took over the Gucci perfume and sweetness license from Procter & Gamble on the finish of 2016, and since then labored to rebuild the fragrance portfolio and clear up its distribution channels.
In 2019 Gucci dropped its first lipstick line, which in its first month offered multiple million models, as reported. The launch was Michele’s first foray into the model’s make-up, however over the past two years the class expanded to embrace eye and face merchandise, similar to a spread of basis, bronzer, highlighter, eye pencils and mascara, amongst others.
