What do you do if you are a fashion house launching new perfume and need to create TV advertisement that will transmit the scent and make people talk? You hire Chris Cunningham!

That’s what Italian fashion house Gucci under creative director Frida Giannini did for the launch of their new perfume – Flora (starting at $45.00 in the USA or £33.87 in the UK from Amazon), aimed at a younger Gucci woman. The idea for the perfume however is nowhere new and comes from the Gucci’s rich history. The Florentine fashion house originally created ‘Flora’ pattern as a silk scarf for the Grace Kelly of Monaco back in 1966 and has been recently revived by Giannini in its bestselling bamboo-handled handbag. But is the Flora perfume fit for the modern chick woman?

Flora has a secret, which reveals like the flower opening towards the sun. First, it’s aggressive, status-hungry screaming young social. But give it a few moments and then it relaxes and you notice light and fresh sweet floral mix of peony, patchouli and smooth sandalwood. It’s not revolutionary, but well fits a kinder, gentler but still very sexy Gucci style.

And as Chris Cummingham managed to deliver exceptional audio and visual experience that breaths beauty and confidence, and should be bending flowers (men) at your command!