Miley Cyrus Stars in Gucci’s New Fragrance Campaign: A Bloom of Self-Love and Empowerment

Gucci’s latest fragrance campaign for Flora Gorgeous Orchid features the multifaceted artist Miley Cyrus in a stunning visual narrative crafted by creative director Sabato De Sarno. The campaign unfolds in a dreamlike world where reality and fantasy coexist—a setting that perfectly reflects the delicate essence of the perfume: a luminous blend of vanilla orchid, ozonic accords, and gourmand notes that exude both sensuality and confidence.

Set against the iconic backdrop of Los Angeles, the imagery captures Cyrus hiking in heels toward the Hollywood sign, dancing among flowers, and embodying the playful spirit and self-love at the heart of the brand.

Miley Cyrus shared her deep connection to fragrance as a form of self-expression, noting that:

“A scent is a connection to memory… the vanilla reminds me of my younger self and the floral notes always make me think of my grandmother.”

On the importance of loyalty and meaningful collaboration, she reflected:

“Loyalty is often lost in our industry. It’s important for me to create long-lasting relationships built on a strong foundation to support our journey together.”

Behind the Scenes: The Fragrance and the Fantasy

The new Flora Gorgeous Orchid perfume is described as both timeless and sophisticated, combining nostalgic sweetness with modern allure—qualities distilled into the campaign through dreamy visuals and Cyrus’s unapologetic authenticity.

“The scent is ageless. It smells so sweet and innocent but there is also something sophisticated and sexy about it… light and easy but present and recognisable,” said Miley.