Few beauty campaigns stick with you. But we bet if we were to say “Flowerbomb,” you could picture that black ribbon–strewn photo. Which makes sense—the iconic perfume maintained that same ad campaign for an unprecedented 10 years. This summer, however, Flowerbomb celebrated its 10th anniversary, and Viktor & Rolf wanted to do something to honour it. So the label created a brand-new campaign, and it’s pretty incredible. We guarantee it’s like no other fragrance ad you’ve seen before. Why? It’s all real—real flowers, real hair. If real flowers and real hair don’t sound impressive to you, scroll through to see the photo and you’ll see what we mean!
For the new campaign, Viktor & Rolf created a literal flower bomb, and on the model's head no less. "We wanted to photograph the actual situation where the flying hair and the flower bouquet become one, meaning we did not want them to be photographed separately and put together afterward, in post-production with Photoshop," Viktor Horsting and Rolf Snoeren said. "This idea proved to not be so easy to realize. Imagine this giant bouquet flying in the hair. … But we had a fantastic prop designer who came up with an ingenious solution."
That's right. Those are real flowers—the ones you'll find in Flowerbomb (£96). Using the original ad as inspiration, the designers wanted to create a new image that still conveyed the same feeling. "We'll always try to create something that has a sense of mystery, a slightly surreal touch while always being very modern and cool," Horsting and Snoeren said.
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