Photo Courtesy of Gucci by Phoebe Collings-James

Gucci’s new social media campaign is all about art, but more importantly about the House’s new fragrance, Acqua di Fiori. So how artistic is the campaign? Very.

Created by female artists, the new digital campaign recounts a somewhat personal and intimate story about the artists, coming from all over the world – whereby each and every one of them has woven elements from the fragrance into their works, from the green Herbarium print packaging, to the scent’s ingredients of green Galbanum and Cassis buds and the pale pink bottle. Indeed, the 15 female artists will be featured on Gucci’s Instagram account as they blend artworks together with texts and poetry to highlight the story behind Acqua di Fiori, a celebration of the joy and energy of youth, the coming of age, female friendships and the transformation into womanhood.

For instance, Lebanese illustrator Nour Flayhan explores themes of mysticism and the relationship between humans and nature, while Phoebe Collings-James captures her own transformation into a woman, and so on. 15 women, 15 interpretations and one big digital media campaign.