Flora's reach: the power of an icon today

Frida Giannini has taken the classic design and given it new life. The pattern has been reinterpreted with new scaling and color variations and applied to dresses, handbags, watches and jewelry. Each is striking and new, yet possesses a timeless appeal.

Created for a princess

Flora was first designed in 1966, as a special commission for Princess Grace of Monaco. The princess had paid a visit to Gucci's Milan store where Rodolfo Gucci invited her to select a gift. She suggested a scarf, but Rodolfo felt he lacked one special enough for his distinguished guest. He immediately contacted the renowned illustrator Vittorio Accornero to design the most beautiful floral scarf imaginable. Accornero's creation, the Flora scarf, was a sensational hit with Princess Grace and quickly became a timeless Gucci icon.

A timeless motif

Tiger Lilies, heather, poppies, dragonflies and butterflies adorn this decorative floral print. The original motif was a magnificent piece of artistry and contained over 36 different colors on the single design.

Flora grows

As Flora's visibility grew thanks to the princess, Gucci began to slowly introduce the famous print to other collections, including ties, silk shirts and jewelry.

A fashion favorite

The pattern quickly became a beloved Gucci icon, and soon found a new group of young admirers.

Frida's inspiration

"Of all the incredible treasures I have unearthed from the Gucci archives, Flora is perhaps the one that gives me the most pleasure. I vividly remember seeing the print on the scarves of chic women in Rome when I was a girl. When I first arrived at Gucci and saw it again, I knew immediately that it was time to bring it back. What I love most is that it is happy and joyful, but extremely feminine and chic - in short the essence of Gucci".

"I have been inspired by Flora in many of my collections, starting with the handbag collection I designed in 2005. Each time, I aim to reinterpret the pattern and use it in surprising ways so that it feels fresh. For the fragrance, I wanted something bold and graphic so I paired down the pattern to a pure black and white format. I think it looks very striking".

"I wanted Flora by Gucci to be a floral scent because it tied in so well with the Flora icon. The fragrance is light and easy, but it also has a richer, sensual side which I like. I wanted the bottle to be both luxurious to the touch, as well as uniquely Gucci. That's why I used Guccio Gucci's own signature for the script as well as the bamboo in the tassels".

"It is always a pleasure working with other creators and Chris Cunningham, who is renowned for his music videos, was a wonderful collaborator in directing the Flora Advertising Film. He has captured perfectly the dreamy, optimistic spirit of the fragrance".

"It is my hope that Flora by Gucci will bring some of that spirit of joy and happiness to those who wear it".

Flora Eau de Parfum

This new Eau de Parfum possesses the same youthful and optimistic spirit as the Eau de Toilette but in a deeper, more concentrated scent.

Giannini has created a new white on black Flora pattern for the package interior, which gives a twist to the original and creates a new, richer look. The bottle's cap has been crafted from gold metal and the label in gold paper give it a precious and luxurious feel.