Model, author and feminist icon Emily Ratajkowski has been named the face of Viktor&Rolf’s most popular fragrance, FLOWERBOMB.
Ratajkowski stars in the brand’s newest campaign, shot by industry powerhouses Inez & Vinoodh, personifying the floral femininity of the perfume.
Launched 18 years ago, FLOWERBOMB quickly cemented itself as a must-have fragrance, remaining in the Top 10 US women’s fragrances and the Top 15 UK women’s fragrances since its launch in 2005.
“So much of what represents femininity is delicate. I like that FLOWERBOMB is about strength as much as it is about femininity,” said Ratajkowski in a press release.
Speaking to People, the model said she’s a fan of delicate, floral scents, which made this partnership a no-brainer.
"I feel like my 60-year-old aunt knows it, but so does my 12-year-old cousin," she said. "Flowerbomb is a fragrance everybody knows. I grew up knowing it."
The brand is thrilled to have Ratajkowski on board, as she uses her platform to promote a greater understanding of the changing face of femininity.
“We have admired Emily Ratajkowski for a long time, and we’re happy to welcome her to the Viktor&Rolf family. As her work clearly testifies, Emily is a multifaceted talent. Her wide range of qualities and talents make her into the perfect embodiment of FLOWERBOMB,” said founders and creative directors of Viktor&Rolf, Viktor Horsting and Rolf Snoeren.
