You might see EmRata roaming the streets more over the next few days. She is looking for apps like ours to take her picture and spread the word on her FLOWERBOMB partnership. It’s working.

Viktor&Rolf announced today that American New York Times best-selling author, actress, model, activist, and entrepreneur Emily Ratajkowski will be the face of the new FLOWERBOMB campaign worldwide from January 20, 2023.

Ratajkowski is a multi-faceted, modern-day feminist icon, challenging current biases to construct a space of true empowerment, redefining what it means to be wholly and wonderfully female. Her debut essay collection, “My Body,” was released by Metropolitan Books, solidified by her New York Magazine essay – the magazine’s most-read story of 2020 – entitled “Buying Myself Back,” which led to the wider discourse around copyright and image ownership.

Intimately connected with an engaged generation of women and female-identifying audiences, Ratajkowski is a woman that is both powerful and empowered, using her platform to promote a greater understanding of the changing face of femininity.

Uninhibited and unapologetically authentic, Ratajkowski owns her unique femininity, sexuality, and sensuality, redirecting the male gaze and reframing it for the woman who holds it. Launched 18 years ago, FLOWERBOMB is a worldwide bestseller, remaining in the Top 10 US women’s fragrances and the Top 15 UK women’s fragrances since its launch in 2005.

The fragrance has single-handedly disrupted the perfume world, setting the standard for floral gourmand fragrances and signaling a new chapter of fragrance femininity.

“So much of what represents femininity is delicate. I like that FLOWERBOMB is about strength as much as it is about femininity.” – Emily Ratajkowski, Model, Author 

In it, Emily 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’.