Viktor & Rolf casts ambassador Anya Taylor-Joy in new campaign

The X-Men actress was signed by the brand last year and will front its hero Flowerbomb line

L’Oréal-licensed fragrance brand Viktor & Rolf has cast brand ambassador Anya Taylor-Joy in its new Flowerbomb fragrance campaign.

In the promotional film, Taylor-Joy, who was signed by the brand last year, is said to appear as an ode to modern femininity wearing a custom gown designed by the brand’s founders.

Meanwhile, Dutch fashion photographers Inez Van Lamsweerde and Vindooh Natadin were responsible for filming the campaign.

“We have an ongoing love affair with Flowerbomb, our first fragrance,” said founders Viktor Horsting & Rolf Snoeren.

“To see the spirit continue to bloom bigger with the passage of time is really a tribute to our constant belief in positivity and transformation, to share that message and watch it spread brings so much joy.

“Anya fits so perfectly with our vision as she is so passionate about the joy of her art.

“She perfectly embodies the message we want to share – she is sensual, mysterious and powerful at once. Anya reflects the determined, outspoken and self-aware woman impeccably.”

Viktor & Rolf’s Flowerbomb line made its debut 15 years ago and has six variations, as well as a collection of body products and oils.

Next month, the brand will launch a flanker, Viktor & Rolf Flowerbomb In The Sky, featuring top notes of bergamot, manadarin and grapefruit essence; a heart of blackcurrant bud absolute, lily of the valley and rose essence; and base notes of sambac jasmine and patchouli.

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