Viktor & Rolf’s Flowerbomb fragrance has a new ad campaign, set to debut in July – and it’s the company’s first new ads since the scent debuted in 2005.

The new ad features model Andreea Diaconu, with colorful flowers shooting up from her hair. It was photographed by Inez van Lamsweerde and Vinoodh Matadin.

Diaconu wears only a ribbon, which is the same theme as the original ad – minus the pink netting that covered model Isabeli Fontana’s face.

Viktor Horsting and Rolf Snoeren stated: “The surreal bouquet of flowers on her head is a metaphor for positive thinking.”

Nathalie Durán, international general manager of designer brands fragrances at L’Oréal, Viktor & Rolf’s perfume licensee told WWD: “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 Flowerbomb at all touch points, including a focus on refreshed visual merchandising.”

Last holiday season, Viktor & Rolf created an ultra-luxurious bottle for Flowerbomb.