Originally launched in 2005, Viktor&Rolf’s iconic Flowerbomb perfume is now embarking on a brand new campaign that explores the duality of womanhood, encapsulating both sensuality and what Viktor&Rolf have dubbed their ‘fem-power’, through reclaiming their body, honing their female gaze and unabashedly expressing their sex positivity.

Remaining in the Top 10 US women’s fragrances and the Top 15 UK women’s fragrances since its launch, Flowerbomb is “an antidote to reality, an expression of our dreams,” and will “take you by surprise.” according to Viktor&Rolf founders Viktor Horsting and Rolf Snoeren.

“It is a floral explosion, a profusion of flowers that has the power to make everything seem more positive. The perfume’s magically evocative notes will immediately awaken your deepest senses, giving you the impression of living life in your own secret garden.”

Created by Dominique Ropion, Carlos Benaim and Domitille Michalon-Bertier, the Flowerbomb juice takes flowers to their very limits, magnifying and amplifying every facet of a bouquet. The juice provokes the senses powerfully in a luminous experience that is at once opulent, yet pure in concept, leaving an addictive whirlwind in its trail. The perfume contains top notes of Tea, Bergamot and Osmanthus; middle notes of Orchid, Jasmine, Rose, Freesia and African Orange Flower; and base notes are Patchouli, Musk and Vanilla.

As such, Flowerbomb is an ode to the power of flowers, revealing multiple powerful facets: voluptuous, enchanting and addictive. The voluptuous facet is all about the explosion of flowers. Flowers intertwine and reveal all their character, from the delicate freshness of the Peony and the Freesia accord to the sensuality of the Centifolia Rose accord and Jasmine absolute. The enchanting facet is revealed by the Bergamot and Tea accord, magnifying the luminous, delicate, and fresh facet of the flowers. The addictive facet comes from the Amber accord and Patchouli oil, reinforcing the addictive, warm and powerful inflections brought by the flowers, and bringing a gourmand inflection.

The Flowerbomb bottle embodies the power of beauty and is a symbol of positivity, beauty and luxury. Cut like a multi-faceted diamond, the most indestructible stone in existence yet the most delicately luminous, the bottle is finished with an elegant silver pink cap, inspired by fine jewelry. “We always say that you shouldn’t create from fear, you should create from hope. That’s how we came up with the idea of the diamond shape”, explain the designers. “We were inspired by contradictions, which are mirrored by incorporating elements of a jewel and, of course, elements of a diamond. The romantic notion of the jewels is balanced against the antagonism of the grenade.”

Beyond a name, Flowerbomb is an invitation to explore the dualities of womanhood, the alchemy that occurs when opposites attract and contradictions that intertwine with unprecedented and unchartered femininity. The sweetness of a flower meets the strength of hidden dimensions in a promise of mystery, a fantastic escape from reality. “The name says it all: it is a new word that we invented ourselves,” explain the designers.

“It consists of two, rather ordinary opposites that, at first glance, are incompatible. But once they are put together, they form something unexpected, exciting, and new. As such, Flowerbomb is a fragrance that speaks to the power of transformation. Where polar opposites combine and morph into something more, something beyond the connotations of their respective parts. Something that evokes beauty and positivity.”

With the new campaign, Viktor&Rolf have announced New York Times best-selling author, actress, model, activist, and entrepreneur Emily Ratajkowski as the new face of Flowerbomb. Ratajkowski’s debut essay collection “My Body” was released by Metropolitan Books, solidified by her New York Magazine essay — the magazine’s most read story of 2020 – entitled “Buying Myself Back,” which led to widespread discourse around copyright and image ownership. Following this, Ratajkowski created a conceptual art piece and NFT exploring the nature of authorship, launched a successful DTC apparel line, appeared in films such as David Fincher’s Gone Girl and alongside Amy Schumer in I Feel Pretty, whilst simultaneously appearing on the covers of major fashion magazines and on the runways of international luxury brands.

Intimately connected with an engaged generation of women and female-identifying audiences, Ratajkowski is a woman that is both powerful and empowered, using her platform to promote a greater understanding of the changing face of femininity. “So much of what represents femininity is delicate,” says Ratajkowski. “I like that Flowerbomb is about strength as much as it is about femininity.” “We have admired Emily Ratajkowski for a long time and we’re happy to welcome her to the Viktor&Rolf family”, expressed the designers. “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.”

The new Flowerbomb campaign film explores the extraordinary power of transformation pushed to extremes. Directed by disruptive filmmakers, Torso Solutions, the Flowerbomb film explores a story of metamorphosis through a glitchy explosion of flowers in excess datamosh and a call for empowerment and emancipation – an invitation to unleash the power of one’s femininity and celebrate sensuality. Known for creating boundary-pushing, audacious imagery, Dutch photographer duo Inez van Lamsweerde and Vinoodh Matadin have been working together for over three decades, creating some of fashion’s most iconic campaigns and visuals and maintaining strong ties with the Viktor&Rolf brand, having shot each of the six Flowerbomb campaigns since the first in 2005.

For Flowerbomb, the duo capture campaign star Emily Ratajkowski in a dynamic moment of fem-powerment. “Inez & Vinoodh are dear friends of mine and have known Viktor and Rolf since they were all students”, explains Ratajkowski. “I loved that it felt like this collaboration felt like a coming together of friends working creatively.” “Collaborating with Inez & Vinoodh always results in creative energy”, say the designers. “Inviting Torso Solutions to work with us only expanded this creative cosmos further and challenged everyone to explore different perspectives and notions of shooting Flowerbomb.”

In this new era, Flowerbomb is for the woman empowered by her femininity, exalting the magic of female metamorphosis, transformation, and optimism. As femininity and feminism evolve in powerful symbiosis, so too has the Flowerbomb woman, exploring the dynamism of her multi-faceted nature and the strength of her sensuality. “Throughout the 18 years we have lived with Flowerbomb, we have noticed how well the fragrance is appreciated by an incredibly wide array of women”, the designers say. “We like to think that the story of Flowerbomb resonates with many women, younger or older: ‘the power of transformation, the power to be who you aspire to be’.

More information about Flowerbomb available here