FLOWER POWER: Flowerbomb, Viktor & Rolf’s blockbuster women’s fragrance, will get new a new advertising campaign for the first time since its spring 2005 launch.
“We imagined an image that would be an evolution of the idea of Flowerbomb: a mysterious, slightly surreal, strong and vibrant woman, who has the power to transform anything into something positive and beautiful,” the label’s designers Viktor Horsting and Rolf Snoeren said in a statement.
Whereas the original Flowerbomb ad shows a woman’s face veiled with pink netting that extends over her head, in the new image, photographed by Inez van Lamsweerde and Vinoodh Matadin, colorful flowers spring from the gravity-defying tresses of model Andreea Diaconu.
“The surreal bouquet of flowers on her head is a metaphor for positive thinking,” Horsting and Snoeren continued.
Still numerous similarities between the ad versions remain. In both, the models — whose torsos are clad just in a ribbon emblazoned with the Viktor & Rolf name — hold in one hand the bottle in a grenade-like fashion. In each instance, the models are shown in profile against a pinkish background.
“We wanted to convey a renewed sense of spirit and excitement around the fragrance that will continue to lead and inform the modern visual direction of Flowerbomb at all touch points, including a focus on refreshed visual merchandising,” stated Nathalie Durán, international general manager of designer brands fragrances at L’Oréal, Viktor & Rolf’s perfume licensee.
The new ad is due to break worldwide this summer, starting in July.