Model, actress, author and activist Emily Ratajkowski is the new face of Viktor & Rolf’s Flowerbomb fragrance.
Her new campaign breaks January 20.
Ratajkowski has been a modern face of feminism, with her New York magazine essay, ‘Buying Myself Back’, a personal and pointed piece about a woman’s agency over her own body, copyright, and art. Her essay collection, My Body, was released in 2021. She also warned of the dangers of allowing tech giants to decide who should be censored in the wake of the January 6, 2021 riots that saw the US Capitol stormed.
In the release, Ratajkowski said, ‘So much of what represents femininity is delicate. I like that Flowerbomb is about strength as much as it is about femininity.’
Viktor Horsting and Rolf Snoeren said, ‘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.’
Sandrine Groslier, president of L’Oréal’s luxe fragrance brands, added, ‘As an author, activist, actress and entrepreneur, Emily Ratajkowski broke the model mold to express every facet of her nature. She expresses a new type of femininity, one that tempers sensitivity with strength, perfectly embodying the Flowerbomb ethos.’
Inès & Vinoodh shot images for the new campaign, incorporated into the short directed by Torso Solutions.