Viktor&Rolf Unveil the Enchanting New Flowerbomb Visual

     (Photo: http://photos.prnewswire.com/prnh/20160621/381882 )

recently celebrated its 10th anniversary. It launched in Spring 2005 with an unexpected, ethereal, mysterious visual that would become iconic. A striking, mysteriously veiled feminine archetype embodying the essence of   intent  the power to transform anything into something positive - a new kind of flower power.

Over ten years later, Viktor&Rolf infuse new life and spirit into the   story with a fresh image reflecting the fragrance's modernity while respecting the visual continuity of the original. 

The new image shows an empowered, floral goddess. Her strong posture and daring disposition honor her predecessor. Her face is unveiled to reveal a free and modern expression of femininity and an explosion of precious flowers bursts from her head into the universe. The bouquet's rare composition of new flowers exudes a powerful aura and features a palette ranging from softer blush, pink, lavender and fuchsia to deeper tones of raspberry, plum, burgundy and black orchid while hints of metallic floral bursts glimmer. Of this new visual evolution, Viktor&Rolf said:

"At first we were reluctant to even think about a new visual. It is such an icon that it seemed untouchable. Until we realized that a new image could also underline this iconic status, emphasize it. So we imagined an image that would be an evolution of the idea of : a mysterious, slightly surreal, strong and vibrant woman, who has the power to transform anything into something positive and beautiful. The surreal bouquet of flowers on her head is a metaphor for positive thinking."

The image illustrates - in a surreal yet tangible way - the powerful impression of  's timeless floriental, gourmand fragrance.

Featuring model AndreeaDiaconu, the image was captured by Viktor&Rolf's frequent photographic collaborators, Inez van Lamsweerde & Vinoodh Matadin. 

's signature scent features definitive notes of Sambac jasmine flowers, freesias, cattleya orchids and centifolia roses in the most addictive bouquet, linked to a provocative accord of bold patchouli and sweet vanilla.

sparkling, multifaceted bottle is an empowering symbol and keepsake. 

It will continue to be wrapped in its alluring, delicate blush packaging embossed with the iconic Viktor&Rolf black seal and impressive ribbon that have been woven into the fragrance's life. 

An iconic fragrance created by Olivier Polge, Carlos Benaïm and Domitille Bertier.

The new visual will be unveiled globally this summer starting from July 2016. Nathalie Durán, International General Manager Designer Brands Fragrances at L'Oréal, offered that "the   image is a powerful, evolving archetype that illustrates this signature scent and the power of the flowers within.  We wanted to convey a renewed sense of spirit and excitement around the fragrance that will continue to lead and inform the modern visual direction of   at all touch points including a focus on refreshed visual merchandising."