The World Is Now Ready For Strong Heroines

One of my favorite directors/visionaries Chris Cunningham has directed a beautiful commercial for Gucci's Flora with Australian model Abbey Lee.

I'm totally inspired by this, and coincidentally since I just shot a Beauty Ad (more on that later) I've definitely been thinking about the notions of capturing the beauty and the power of the feminine on camera.

I love this quote from Riccardo Ruini, who developed the concept with Frida Giannini and Chris Cunningham:

“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful. “

See? It's time. Gucci is never wrong.



More on this at Dazed Digital.

:: bogna ::