Beauty Packaging Staff01.14.20
The Flowerbomb fragrance has a new print and digital campaign, making its debut today -- featuring Anya Taylor-Joy, ambassadress of the Flowerbomb franchise since last year.
The campaign includes a film that experiments with digital technology and animation. Taylor-Joy wears a custom haute couture gown designed by Viktor Horsting and Rolf Snoeren, inspired by Viktor&Rolf's Cutting Edge couture collection. The actress "hypnotically transforms" from woman to floral goddess -- from within the Flowerbomb bottle as it opens.
The takeaway message? Anything is possible.
The ad campaign was created by Inez Van Lamsweerd & Vinoodh Matadin – photographers, directors and long-term friends and collaborators of Viktor&Rolf.
In the print ad, Taylor-Joy's enigmatic spirit is captured in a striking, modern portrait – her face partially obscured by a whisper of blush tulle. The image is in sync with Flowerbomb's original campaign, and the theme, "unexpected, ethereal, and mysterious."
Horsting and Snoeren comment, "We have an ongoing love affair with Flowerbomb, our first fragrance. To see the spirit continue to bloom bigger with the passage of time is really a tribute to our constant belief in positivity and transformation – to share that message and watch it spread brings so much joy. Anya fits so perfectly with our vision as she is so passionate about the joy of her art... She's ever evolving and transforming in her roles and in her life."
