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Miley Cyrus Fronts Campaign For New Gucci Perfume

The unapologetic star, a voice of her generation, is centre stage as Gucci's new muse for the “Gucci Flora Gorgeous Gardenia Eau de Parfum.”

Miley Cyrus is the latest star to join the Gucci perfume clan as the face of its new fragrance, “Gucci Flora Gorgeous Gardenia Eau de Parfum.” While starring in the latest Gucci Beauty campaign, the multi-platinum selling recording artist, songwriter and actor will appear in a set of images with the scent, as well as a video. While shot and directed by artist Petra Collins, it is Alessandro Michele, the brand’s Creative Director and force behind the eau de parfum, who has taken over the creative helm of the joy-fuelled campaign.

The creative head of the luxury Italian fashion house, which is celebrating its 100th birthday this year, explained why he felt Cyrus, with her unique personality, was the perfect fit.

“Miley Cyrus is an artist with a spirit that is both rock ‘n’ roll and eclectic at the same time. I admire her and I think she will perfectly embody the new “Gucci Flora Gorgeous Gardenia” fragrance and story,” he said.

An example of her generation, Cyrus speaks truth to self-expression, optimism and authenticity. And with over 135 million fans on Instagram, her appointment as a Gucci Beauty ambassador will surely attract a more diverse and younger following.

"It’s with happiness and honour I announce I am the face of “Gucci Flora Gorgeous Gardenia Eau de Parfum.” @gucci and I have felt like family for a long time in our collaborations which have always revolved around vibrant colour, self-expression & unapologetic contradiction,” the 28-year-old trailblazer shared on the social media platform. “Being tough in a soft environment or still in a chaotic moment. #FloraFantasy is being who you are. None of us are made with one ingredient. We all have different notes, some subtle and some bold. Just like Flora!"

The “Prisoner” and “Wrecking Ball” singer, who is renowned for her distinctive raspy voice, joins an impressive group of celebrities who have starred in Gucci perfume campaigns. These include Harry Styles, Lana del Rey, Florence Welch and Jodie Turner-Smith.

The new "Gucci Flora Gorgeous Gardenia Eau de Parfum" will be available from 30 July on and from 1 August in selected Gucci stores, retailers and perfumeries worldwide.

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