“I wanted a rich, white, floral fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance. The garden is as beautiful as women are: colourful, wild, diverse, where there is everything. Gucci Bloom smells of this garden,” Alessandro Michele said.
Flowering from the authentic spirit of the women Michele champions is an attitude of freedom to be who you want to be. Mixed with the colour, decoration and pattern of the creative director’s design canon, the women he dresses are flourishing in a natural, expressive and individual way: they are in bloom.
The first Gucci fragrance developed wholly under Michele’s creative vision encapsulates this modern philosophy that is the guiding vision for the house. Gucci Bloom celebrates the authenticity, vitality and diversity of the women he designs for, and those that identify themselves in his vision.
True to who they are, these young women experience life and its fruits, blooming into their real selves. They convey their personal point of view without conventional limitations. They live for memorable experiences, to create stories and connect and be inspired by the objects, culture and art they choose to be surrounded by.
Architect of every element of the scent, Michele has infused Gucci Bloom’s idea of lushness, life and vigour in each fragrant note, the dreamy campaign and its unconventional design.
The scent
Blended by master perfumer Alberto Morillas, with direction from Michele, the fragrance is created to unfold like its name. The creative director envisioned the scent as a thriving garden full of diverse types of flowers and the rich perfume it emits.
Authenticity is woven through qualitative, highly-concentrated natural ingredients.
Notes blossom out like a concentration of flowers, the unique expression of the new to the world ingredients, brings a new olfactory experience.
Fragrance celebrates women’s vitality and authenticity
Natural tuberose absolute harvested from India is interlaced with natural jasmine absolute. Jasmine bud extract, obtained through an exclusive method of co-extraction that blends a natural quality of jasmine and captive molecules to impart a fresh green and petal scent on the skin.
Gucci Bloom also features notes of another plant used in perfume-making for the first time, the rangoon creeper. Discovered in southern India, the rangoon creeper embodies the new scent’s concept and name, as it changes colour from white, gradually darkens to pink then finally to red when it blooms. The vine’s flowers are redolent with a slightly powdery feminine floral perfume.
The design
An arbiter and seeker of beauty, Michele ideated a flacon and packaging that encapsulate the fragrance’s spirit dedicated to the diversity of women.
“The bottle is not designed feminine to seduce men, but to keep company with the women who wear the perfume. Retro and tender because of its colour, with clean, slender lines, and not crafted in transparent glass – it is instead lacquered, reminiscent of porcelain, a material I love very much,” he said.
A vintage powder pink shades the lacquered square-shaped bottle, appliquéd with the Gucci label ribbed and framed in black. The outer carton is covered inside and outside in herbarium, a red-and-white Toile de Jouy House print of leaves, cherry branches and flowers framed in black.
The campaign
Encapsulating the very meaning of Gucci Bloom, the campaign’s idea is revealed through the contemporary women of Gucci: actress Dakota Johnson, actress and model Hari Nef and artist Petra Collins. Friends of Michele, they have a special connection with the house, their talent resonating with Gucci’s new vision.
Their diverse individual beauty is shot by Glen Luchford, allowing them to radiate in a transformative setting. They wear Gucci Bloom during their day in the city, and it changes the surrounding urbanity into an imaginary stroll in a fantastical English garden. Tea on a sidewalk flourishing with blooms, walking in an apartment overgrown with verdant plants, and swimming at dusk in a lake entangled with shimmering flowers and reeds.
Dancing, strolling, rejoicing in being free and full of life: this trio embodies Gucci’s new vitality and the captivating, transporting nature of Gucci Bloom.