SPECIAL ISSUE

CELEBRATING
10 YEARS
OF FLORA BY GUCCI
BY CHRIS
CUNNINGHAM

CELEBRATING

10 YEARS OF

FLORA BY GUCCI


THIS YEAR, 2019, WAS THE TENTH ANNIVERSARY OF THE ICONIC VIDEO CAMPAIGN FOR THE FRAGRANCE FLORA BY GUCCI, DIRECTED BY THE LEGENDARY CHRIS CUNNINGHAM.


WITH THE CREATIVE DIRECTION OF RICCARDO RUINI, AT THE TIME AT REM AGENCY, CUNNINGHAM DIRECTED THIS PIECE FOR GUCCI WHICH SHOWS ACTRESS AND MODEL ABBEY LEE KERSHAW, JUST 22 AT THE TIME.

IN THE FILM SHE APPEARS AS A MAGICAL BEING, ABLE TO CONTROL THE BREEZE IN A MAGNIFICENT FLOWER FIELD, IN WHAT HAS BECOME ONE OF THE MOST MEMORABLE REPRESENTATIONS OF THE FRAGRANCE. IT WAS SHOT IN A LATVIAN MEADOW DURING THE SUMMER OF 2008, WITH THE RE-ARRANGEMENT OF DONNA SUMMER’S I FEEL LOVE, WHICH DONNA HERSELF RE-RECORDED IN NASHVILLE.

THE FILM WON SEVERAL AWARDS INCLUDING 1 GOLD AND 1 BRONZE LION AT THE PRESTIGIOUS CANNES ADVERTISING FESTIVAL.

 

 

 

 

“TO ME THE MOST MAGICAL TIME OF FILMING FLORA WAS WHEN THE LIGHT OF RIGA WAS STARTING TO FADE AND THE WIND WAS PLAYING WITH THE ROSES AND ABBEY LEE’S CLOTHES. THIS WAS A SURREAL MOMENT WHICH REMAINED MAGICAL EVEN IN THE POST PRODUCTION PHASE, AS CHRIS REWORKED THE SCENE AND MANAGED TO MAKE IT EVEN MORE IMPRESSIVE. EDITING AND MIXING TOGETHER THE UNFORGETTABLE VOICE OF DONNA SUMMER. A DREAMLIKE RESULT, ALMOST MYSTICAL.”

FRIDA GIANNINI

IN 2009

CREATIVE DIRECTOR AT GUCCI

 

  

“SHOOTING FLORA WAS MORE THAN A JOB. IT WAS AN EMOTIONAL EXPERIENCE. TO BE THE CENTER PIECE OF A TEAM OF CREATIVE THINKERS COMING TOGETHER TO CREATE SUCH A BEAUTIFUL MOVING IMAGE WAS SUCH AN HONOR. I REMEMBER AFTER ONE EVENING SHOOTING IN THAT BREATHTAKING LATVIAN SUNSET EVERYBODY HAVING TEARS IN THEIR EYES. I’M SO PROUD TO BE A PART OF ART THAT WILL ALWAYS BE EPIC AND MEMORABLE.”

ABBEY-LEE KERSHAW

ACTRESS/MODEL

FLORA CAMPAIGN

 

THE VISION OF FRIDA GIANNINI, CREATIVE DIRECTOR OF GUCCI AT THE TIME OF PRODUCTION, MADE THIS UNIQUE FILM POSSIBLE. MANY GREAT TALENTS AND PROFESSIONALS CONTRIBUTED TO THE CREATION: STYLIST EMMANUELLE ALT,

MAKE-UP ARTIST TOM PECHEUX AND HAIR STYLIST LUIGI MURENU.

FILMMASTER COLLABORATED WITH RSA FILM TO PRODUCE THE PIECE.

 

“FROM A WHEAT FIELD IN LATVIA, CHOSEN FOR ITS RARE AND REMARKABLE LIGHT AT A PARTICULAR TIME OF YEAR AND A PARTICULAR TIME OF DAY, I WATCHED THREE BRILLIANT CREATIVE FORCES JOIN TOGETHER AND FORGE SOMETHING STUNNINGLY BEAUTIFUL. SINCE THEN, I HAVE SEEN THE ICONIC VIDEOGRAPHY OF FLORA BY GUCCI USED AS AN INSPIRATION AND REFERENCE FOR CREATIVE AND ART DIRECTION ACROSS COUNTLESS PROJECTS.”

JOSHUA BRAMAN

IN 2009

MARKETING DIRECTOR GUCCI BEAUTY

 

OVER 20,000 FAKE FLOWERS WERE CREATED TO MAKE THIS DREAMY SET.

THEY WERE HAND PAINTED ONE BY ONE AND COMBINED WITH METAL STEAMS TO STAND IN A WHEAT FIELD. TWO GIGANTIC WIND MACHINES HELD BY TWO MEN ON A CRANE WERE USED TO CREATE THE EFFECT OF THE MAGICAL WIND BLOWING THE FLOWERS.

 

“THE SHOOT WAS A MAGICAL MOMENT AND WE ALL UNDERSTOOD THAT WE WERE EXPERIENCING SOMETHING UNIQUE. LIVING THE CREATION OF A LITTLE MASTERPIECE.”

RICCARDO RUINI

IN 2009

CREATIVE DIRECTOR AT REM

 

Photos: Jennifer Livingstone



ISSUE N° SPECIAL ISSUE / CELEBRATING 10 YEARS OF FLORA BY GUCCI