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Chloé’s new Blowing Roses film

Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.

Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.

It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.

Meanwhile, See by Chloé has also released a short stop motion film for its new Paint a Scent product.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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