MILEY CYRUS STEPS INTO THE SPOTLIGHT FOR GUCCI’S NEW GORGEOUS GARDENIA INTENSE AD—AND REACTIONS ARE SPLIT BETWEEN AWE AND OUTRAGE
There’s something about a new fragrance ad that stirs something deep—nostalgia, beauty, fantasy. But this time, Gucci’s latest campaign starring Miley Cyrus in Flora Gorgeous Gardenia Intense has unleashed a flood of reaction, some heated, some heartfelt.
In July, Fashion Times announced that Miley continues her role as ambassador for the Flora line, now fronting the Gorgeous Gardenia Intense scent. The campaign, captured by Tyler Mitchell, shows her amid a sea of flowers with the LA skyline behind her, a dreamy yet edgy moment frozen in time. The fragrance itself promises a richer, deeper take on the signature gardenia aroma—bright mandarin, lush gardenia ends, and warm woody undertones.
Miley herself, in an interview with Elle, spoke about what the scent means to her. She described the perfume as embodying duality—softness and strength in one, something she values deeply. She shared that she wears her grandmother’s scent with her always, and that dancing under her perfume is part of her ritual. That emotion behind the campaign isn’t lost. It’s a raw, personal touch in a world that often feels overly polished.
Yet, not everyone’s falling in love. Fashion Spot forums lit up with criticism. “The floral landscape is gorgeous,” one user admitted, “but that look on Miley Cyrus is atrocious and so drastically wrong for the campaign and setting.” Another added that they wished Gucci had crafted something custom, rather than just picking something off the runway. Some comments were more blunt—“pure eyesore,” “her voice cuts in pronouncing perfume in her twang,” “running through a maze with her mullet and overbite”—feedback harsher than a stormy review.
Reading through both praise and critique made me pause. It’s never easy being a brand’s face—especially one built on contradictions: elegance and edge, fantasy and reality. Miley’s no stranger to pushing boundaries, and maybe that’s what Gucci was going for—someone who stretches the idea of what a fragrance can feel like.
What matters is how the artist responds. She didn’t shy away from the role; in Elle, she stood tall, sincere. For her, this campaign isn’t just about a bottle—it’s about embracing life’s beauty and its bruises. And in her spritz-and-dance ritual, I find something honest and quietly rebellious.
So will this ad be remembered as beautiful—or bizarre? Only time will tell. But one thing’s sure: Miley brought intensity, and wrapped it in petals and fragrance, for the world to see.
