Gucci's 2024 Miley Cyrus for Gucci Flora Gorgeous Orchid Eau de Parfum campaign blends surreal VFX with self-love themes, directed by Jacob Bixenman and
Miley Cyrus Fronts Gucci Flora Gorgeous Orchid in a Surreal Empowerment Film
Gucci's "Miley Cyrus for Gucci Flora" is a 2024 film campaign promoting the Gucci Flora Gorgeous Orchid Eau de Parfum in the United States, positioning the fragrance as an emblem of empowerment and self-love through a surreal visual narrative that dissolves the boundary between reality and imagination.
Published in July 2024, the campaign unites two of the most recognisable names in contemporary culture and luxury fashion. Miley Cyrus — a Grammy-winning musician whose cultural capital spans pop, rock, and confessional songwriting — returns as the face of Gucci Flora, a role she first assumed in 2021, according to reporting by The Impression. Her continued association with the franchise signals a deliberate brand decision: rather than rotate celebrity faces, Gucci has deepened a single, defining partnership across multiple fragrance chapters. Under creative director Sabato De Sarno, who was appointed to lead Gucci's creative vision in January 2023 as reported by Kering, the campaign marks a natural evolution of the Flora identity into new emotional and aesthetic territory.
The campaign's strategic objectives are layered. At the product level, it launches Gucci Flora Gorgeous Orchid Eau de Parfum as a distinct entry in the Flora family, communicating the fragrance's radiant and unexpected character. At the brand level, it reinforces Gucci's positioning within the United States luxury beauty market as a house that prizes artistic provocation alongside commercial accessibility. Themes of empowerment and self-love are not incidental — they are the campaign's structural spine, reflected in the casting, the music selection, and the surreal visual world constructed around Cyrus. The campaign was produced as a single film asset, underscoring Gucci's confidence that one precisely crafted piece of moving image, rather than a broad multi-format spread, could carry the full weight of the launch. It earned a Clapboard Score of 72 out of 100, reflecting strong creative coherence and cultural relevance.
Gucci's decision to retain Miley Cyrus across multiple Flora campaigns is a strategic act rooted in the economics of celebrity equity. Brand recognition compounds when a face is associated with a single product line over time rather than deployed once and replaced. In the United States, where the prestige fragrance segment is fiercely contested, continuity signals confidence and narrative depth — qualities that competitors such as Chanel, whose No.5 franchise has built its identity over decades, and Dior Beauty, which has anchored Sauvage and Miss Dior campaigns to long-running talent partnerships, deploy to similar effect.
The broader luxury goods market provides relevant context. Global luxury goods retailing grew by a reported rate in 2024, with fashion remaining the largest luxury-market category, according to data cited by Fuckin Young. Within the United States specifically, luxury beauty and fragrance continue to outperform the broader apparel segment as consumers prioritise accessible entry points into prestige brands. A Gucci Flora Eau de Parfum occupies precisely that space: attainable enough to convert aspiration into purchase, premium enough to reinforce the house's status credentials.
Sabato De Sarno's creative direction since his appointment brings a warmer, more emotionally direct sensibility to Gucci than his predecessor Alessandro Michele's maximalist aesthetic, as noted by The Impression. The Flora Gorgeous Orchid campaign reflects that shift. Where the 2021 Flora campaign — created by Simmonds Ltd. with creative direction by Alessandro Michele and photography by Petra Collins, as documented by The Impression — leaned into animation and playful surrealism, the 2024 iteration grounds its fantasy in felt emotion. Cyrus is not simply a spectacle; she is a narrator. That recalibration speaks to a consumer insight specific to the United States market: audiences are increasingly drawn to luxury campaigns that feel personally resonant rather than aspirationally distant.
Directors Jacob Bixenman and Marcell Rév constructed the campaign's visual world. The film unfolds across a surreal Los Angeles dreamscape — a setting that is simultaneously geographic and fantastical, rooting Miley Cyrus in her cultural home while dissolving its physical rules. That choice of locale is not incidental: Los Angeles carries a specific mythology of reinvention and performance that maps directly onto the campaign's themes of self-love and empowerment, amplifying the fragrance's stated character without requiring explicit product explanation.
The visual effects work was executed by Framestore, whose involvement is documented in the D&AD archive, which lists the studio as the entrant for a 2025 Visual Effects award associated with the campaign, with GE Projects credited as production company. Framestore's contribution transforms what might have been a conventional beauty film into a genuinely cinematic environment, blurring practical footage with digital construction in ways that serve the campaign's core proposition: the boundary between reality and imagination is porous, and Gucci Flora Gorgeous Orchid lives in that in-between space.
The soundtrack is Miley Cyrus's own song "Flowers," written by Cyrus alongside Michael Pollack and Gregory Aldae Hein, with publishing administered by Concord Music Publishing, Warner Chappell Music France, and Sony Music Publishing France, courtesy of Columbia Records. The selection is strategically precise. "Flowers" is a widely recognised anthem of self-sufficiency and emotional independence, and its use transforms the film from a product advertisement into a cultural statement. Art direction was handled by Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone, with Riccardo Zanola serving as artistic director. Together, the creative team built a campaign in which every element — image, sound, narrative — reinforces a single coherent proposition about what the fragrance means and who it is for. In a Dazed interview published on August 14, 2024, Miley Cyrus spoke directly about the campaign shoot, lending further authenticity to the project's empowerment themes.
The campaign accumulated documented engagement on its primary platform. Per Clapboard's records, the film recorded over 1.38 million views, 21,155 likes, and 544 comments. These figures represent meaningful organic traction for a luxury fragrance film — a category in which passive viewership typically outpaces active engagement by wide margins. The ratio of likes to views indicates that audiences who encountered the film found sufficient resonance to register a positive response, rather than scrolling past a passive impression.
No substantive trade press reviews from publications including Campaign, Ad Age, Adweek, The Drum, or Contagious are publicly available for this campaign. That absence does not diminish the work's structural effectiveness. In the United States prestige fragrance market, the primary measure of a launch campaign's success is brand heat — the degree to which a release activates conversation and reinforces positioning — rather than column inches in specialist press. The D&AD archive's documentation of a 2025 Visual Effects nomination, with Framestore as entrant, per dandad.org, provides an independent signal of the campaign's production quality and industry recognition.
Structurally, the campaign demonstrates several qualities that correlate with effectiveness in the luxury beauty segment. The retention of a long-standing brand ambassador reduces cognitive load for existing consumers while extending reach through Cyrus's active fanbase. The integration of a commercially released, culturally familiar song as the soundtrack removes the need for the film to establish emotional context from zero. And the deployment of Framestore-grade VFX signals production investment commensurate with a major fragrance launch. The campaign's Clapboard Score of 72 out of 100 reflects these strengths — particularly its creative coherence and cultural alignment — while acknowledging that the absence of verified sales or reach data limits full assessment.
The campaign is a 2024 Gucci film promoting the Flora Gorgeous Orchid Eau de Parfum in the United States. Directed by Jacob Bixenman and Marcell Rév, it stars Miley Cyrus in a surreal Los Angeles dreamscape and uses her song "Flowers" to frame themes of empowerment and self-love around the new fragrance.
Miley Cyrus first fronted Gucci Flora in 2021. That original campaign, documented by The Impression, was created by Simmonds Ltd. with creative direction by Alessandro Michele and photography by Petra Collins. The 2024 Gucci Flora Gorgeous Orchid campaign marks her continued role across multiple chapters of the Flora franchise.
Jacob Bixenman and Marcell Rév co-directed the film. Sabato De Sarno served as creative director, Riccardo Zanola as artistic director, and Lolita Jacobs alongside Jean-Baptiste Talbourdet-Napoleone handled art direction. VFX were produced by Framestore, as listed in the D&AD archive, with GE Projects as production company.
The campaign uses "Flowers" by Miley Cyrus, written with Michael Pollack and Gregory Aldae Hein. Published courtesy of Columbia Records, the track functions as more than a soundtrack — its themes of self-sufficiency directly reinforce the campaign's empowerment narrative and deepen the alignment between Cyrus as an artist and the Gucci Flora brand.
The campaign received industry recognition for its visual effects work. The D&AD archive documents a 2025 Visual Effects nomination, listing Framestore as the entrant and Gucci as the brand, with GE Projects as production company. This nomination represents an independent industry signal of the film's production quality and technical ambition.
The campaign earned a Clapboard Score of 72 out of 100. The score reflects strong creative coherence, effective use of celebrity continuity, and the cultural alignment achieved by pairing a recognisable artist with her own music in a luxury fragrance context, while noting the absence of publicly verified sales or broad reach metrics.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
