Emily Ratajkowski poses for the Viktor & Rolf FLOWERBOMB Perfume Campaign

The popular Viktor & Rolf FLOWERBOMB perfume has a new face for its latest campaign. Featuring model, actress, and author Emily Ratajkowski, the scent’s new campaign has the brunette literally in bloom. The complete campaign will drop later this month, and in a promotional image, Emily is seen in a closeup wearing a ruffled pink design, styled with a messy updo hairstyle.

FLOWERBOMB is an iconic scent, and fast became popular after first launching in 2005. The scent is exquisite, and continues to remain one of the top choices for women around the world. It in the list of top 10 fragrances for women in the US and the top 15 scent for women in the UK.

So much of what represents femininity is delicate. I like that FLOWERBOMB is about strength as much as it is about femininity. - Emily Ratajkowski

Emily Ratajkowski, along with the print campaign, also poses for the Viktor & Rolf’s FLOWERBOMB perfume film, which is a beautiful exploration of self-transformation and empowerment. Directed by Torso Solutions with photography by Inez & Vinoodh, the video advert features a glitchy explosion of flowers, and has the tagline “Unleash your fem-power.”

“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.” state Viktor Horsting & Rolf Snoeren, founders and artistic directors of Viktor & Rolf