Summer

The advert for the new fragrance 'Flora' by Gucci, featuring model Abbey Lee.

Perfume adverts always intrigue me, because it's impossible to actually show the fragrance of the product, and the best ones usually end up being an abstract interpretation of the brand's ethos.

The fragrance is inspired by the signature 'flora' Gucci print.

I love the colours and unexpected direction it takes. It's so eerie and cold yet exploding with summer colour light. This eeriness hints at the darker work Cunningham has been famed for, for instance his work on videos for Aphex Twin and Bjork. The music really contrasts and somehow manages to suit the visuals. It also kinda reminds me of the flake adverts that used to be on around before Coronation Street a few years ago...haha. Anyway, it's a stunningly directed advertisement, amazing job by Chris Cunningham.