A floral fantasy awaits you

Gucci has launched Jasmine Eau de Parfum, the latest addition to its Floral Fantasy fragrance collection. To celebrate its launch, the House has unveiled a Japanese anime-inspired campaign starring singer and brand ambassador Miley Cyrus.

The Jasmin Eau de Parfum campaign video takes the viewer through a pink world filled with anime and kawaii references. The campaign’s star Miley Cyrus transforms into a cartoon character in the video as she sings the tune Delicious, produced by Omer Fedi and Blake Slatkin.

The campaign is visualised by Gucci’s Creative Director Alessandro Michele and captured by photographer Petra Collins. The jasmin-infused perfume is the second launch in the Floral Fantasy line. It features notes of Sandalwood and Benzoin, which are accentuated by Mandarine Blossom and Magnolia Essence.

As for the packaging, The Jasmin Eau de Parfum is a true collectible. The sculpted bottle in turquoise symbolises hope and protection and reimagines the House’s distinctive Flora pattern on the front.