Gucci Flora 2024 fragrance ad campaign with Miley Cyrus photographed by Tyler Mitchell


Gucci Flora 2024 Ad Campaign

Review of Gucci Flora 2024 Ad Campaign by Creative Director Sabato De Sarno with Artistic Director Riccardo Zanola, Photographer Tyler Mitchell, Film Art Directors Lolita Jacobs & Jean-Baptiste Talbourdet-Napoleone and Film Directors Jacob Bixenman and Marcell Rév with Talent Miley Cyrus

Miley Cyrus returns as the face of Gucci Flora, bringing a floral fantasy to the Hollywood hills. The campaign was shot by photographer Tyler Mitchell with film direction by Jacob Bizenman and Marcell Rév.

The iconic singer has been the face of the house’s Flora fragrance since 2021, and its latest campaign builds on this creative partnership while incorporating a narrative of discovery and self-love. Mitchell’s photographs find Miley at the base of the iconic Hollywood sign, where a cascade of flowers has magically bloomed to swathe the hills in delicate beauty and color.

The short film pushes the fantasy aspect one step further, following the star through a floral dreamworld and diving into a pool, from which she emerges to overlook the Los Angeles skyline. The use of Cyrus’ song “Flowers,” which celebrates self-love and being one’s own source of happiness, is especially appropriate to score this journey of solitary joy.

Lots of things have changed since Gucci for 2021, so it’s a smart move to maintain its partnership with Cyrus and create a through line from the fantastical world of Alessandro Michele to the more grounded perspective of Sabato De Sarno. This campaign nicely balances these two aspects of Gucci, finding a moment of fantasy amid a more straightforward and star-powered luxury perspective.

Gucci Creative Director | Sabato De Sarno
Artistic Director | Riccardo Zanola
Talent | Miley Cyrus
Photographer | Tyler Mitchell
Film Art Direction | Lolita Jacobs & Jean-Baptiste Talbourdet-Napoleone
Film Directors | Jacob Bixenman and Marcell Rév
Music | “Flowers” by Miley Cyrus Written by Miley Cyrus, Michael Pollack, Gregory Aldae Hein Publishing administered by Concord Music Publishing, Warner Chappell Music France, Sony Music Publishing France Courtesy of Columbia Records