Gucci’s Cruise 2015 Advertising Campaign has landed! For this season, Creative Director Frida Giannini collaborates with artist Kris Knight to reinterpret the House’s iconic Flora print.

The original Flora first appeared in 1866 in Gucci’s history, when Rudolfo Gucci presented Princess Grace with a silk scarf with the print by commissioned artist Vittorio Accornero during her visit to Gucci’s Via Monte Napoleone store. Comprising of flowers from 4 seasons along with berries, butterflies, dragonflies and insects which featured prominently as part of the design.

Frida Giannini then resurrected the Flora from Gucci’s archives in 2005, and it has been a permanent motif – whether on leather goods, men’s and women’s Ready-to-Wear, or SLGs – ever since.

Bamboo Tassel Driver Loafer

For Gucci’s Cruise 2015 collection, Giannini has commissioned artist Kris Knight to reinterpret the iconic motif. For Knight’s Flora reinterpretation, he “wanted to create a painting that paid homage to Accornero’s delicate original by utilising his symmetrical composition but to create a strong, feminine, magical and quietly dangerous Flora of [his] own”. With ancient paganistic Roman references as inspiration, he “picked botanicals that either blossomed at night, dawn or dusk, but also chose plants that have strong roots for adaptability, persistence and resistance in harsh environments … [which] had elements of beauty, strength and desire, but also infuses a subtext of darkness and enchantment”. 

Beige Bamboo Backpack

Black Flora Dress

The flowers that were picked were the Belladonna and Datura – blooms that women in ancient Rome  used as a love potion of sorts, for seduction and desire to command power over men. Flowers such as Poppy, Henbane and Mandrake, traditionally used by not just the ancient Romans, but also the Greeks and Celts for healing, were also thrown into the mix for a darker, supernatural feel. Plants such as the Clover, Dandelion and Nightshade known to have protective qualities, thus functioning as talismans of sorts, were also used to create Knight’s version of the Flora design.

Double-breasted jacket

Grey clutch

Grey Top Handle Bag

Grey Shoulder Bag

Handle Open Tote

Jersey Suit

Nut Brown Bootie

But Brown Tote

Sand Fabric Tote

Silver Moccasin (Love!)

Straw Bamboo Tote Bag

White Canvas Duffel

White Tote bag (folded over)

The result is a sexy and sultry flora print with a black backdrop. A rather refreshing take on the print if you ask me, because we usually see the Flora against a white or cream canvas. And oh, I certainly wouldn’t mind having the Bamboo Flora Shopper (first photo on top)! 😉

Images courtesy of Gucci