Viktor & Rolf updates 'Flowerbomb' with Andreea Diaconu

By

Monica Karski

Published
Jun 22, 2016

Viktor & Rolf is celebrating the 10th anniversary of its first-ever feminine fragrance 'Flowerbomb' with a new ad campaign.

The perfume's new visual stars Romanian model Andreea Diaconu as an empowered floral goddess whose head is exploding into a bouquet of flowers. The blooms are based on a vibrant color palette ranging from softer blush, pink, lavender and fuchsia to deeper tones of raspberry, plum, burgundy and black orchid, with hidden hints of metallic also present.

Diaconu's strong posture and daring disposition were designed to reference the original campaign, which featured a striking, mysteriously veiled feminine archetype embodying the power to transform anything into something positive.

"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," said the avant-garde label's founders Viktor Horsting and Rolf Snoeren of the new campaign. "The surreal bouquet of flowers on her head is a metaphor for positive thinking."

The surreal image, shot by the brand's frequent collaborators Inez van Lamsweerde and Vinoodh Matadin, is designed to illustrate the brand's floriental, gourmand fragrance. Created by Olivier Polge, Carlos Benaïm and Domitille Bertier, the scent contains notes of Sambac jasmine flowers, freesias, cattleya orchids and centifolia roses, alongside bold patchouli and sweet vanilla.

The new visual will be unveiled globally this summer starting from July 2016.