Flora from Gucci by Chris Cunningham
by Anna Eimerl posted on April 17, 2009Director, Chris Cunningham, who is best known for his innovative music videos including Aphex Twin‘s ‘Come to Daddy’ and ‘Windowlicker’, Madonna‘s ‘Frozen’ and Bjork‘s ‘All is Full of Love’, has followed in the footsteps of David Lynch by shooting a 30 second TV spot for Gucci’s new scent, Flora.
Cunningham’s short film, starring Australian model Abbey Lee Kershaw, captures the seductive and ultra-feminine tones of the new fragrance while emphasising it‘s call to strength and self confidence. A young woman in a diaphanous Flora print dress stands waist high in the middle of a seemingly endless mass of pristine white flowers, illuminated from behind by the setting sun. Taking on the power of nature, she controls the movement of the wind and brings the field to life before shape-shifting into a ephemeral, Rorschach-like butterfly of dancing fabric and golden light.
Shot over four days in Latvia in July last year, the film’s field was created using more than 20,000 fake flowers.
Part of that vision lay in the choice of music. Gucci decided to stick to a 70’s sound by blending Cunningham’s visuals with Donna Summer’s disco classic ‘I Feel Love’.
We feel it too Donna!
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