Beauty Industry

Emily Ratajkowski Joins Viktor&Rolf as Face of New Flowerbomb Campaign

Ratajkowski appears in the fragrance's new film short.

January 18, 2023

Associate Editor

Viktor&Rolf has tapped actress and model Emily Ratajkowski as the face of the new Flowerbomb campaign worldwide from January 20, 2023.

About Ratajkowski

A self-identified feminist, Ratajkowski uses her platform to promote a greater understanding of the changing face of femininity. She owns her unique femininity, sexuality and sensuality, redirecting the male gaze and reframing it for the woman who holds it.

“So much of what represents femininity is delicate. I like that Flowerbomb is about strength as much as it is about femininity,” said Ratajkowski.

“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,” explained Sandrine Groslier, Luxe Fragrance Brands President, L’Oréal.

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

First Collaboration with the Brand

Ratajkowski, in her first collaboration with the brand, appears in the fragrance’s film short directed by filmmakers Torso Solutions, featuring imagery artistically directed and captured by photographers Inez & Vinoodh.

In it, Ratajkowski explores the extraordinary power of transformation pushed to the extreme. A story of metamorphosis unfurls through a glitchy explosion of flowers and a call to ‘Unleash your fem-power’.