Gucci to Bloom with new fragrance for women

11th August, 2017


Gucci Bloom
Gucci have unveiled their first fragrance created in collaboration with Alessandro Michele, who became the luxury goods company's creative director in 2015. The new fragrance, Gucci Bloom, is inspired by a beautiful garden.

“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,” says Alessandro Michele. “The garden is as beautiful as women are; colourful, wild, diverse, where there is everything. Gucci Bloom smells of this garden in order to travel to a place that is not there.”


Petra Collins in the advertising campaign for the fragrance (credit: Glen Luchford / Gucci)
The fragrance was developed with Firmenich master perfumer Alberto Morillas. Michele envisioned the scent as a thriving garden full of diverse types of flowers and the rich perfume it emits.

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 South 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 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 that I love very much,” says Michele on the bottle’s design.

The campaign for the fragrance features actress Dakota Johnson, actress and model Hari Nef and artist Petra Collins; and was shot by Glen Luchford.


Gucci Bloom campaign image featuring Dakota Johnson, Hari Nef and Petra Collins (credit: Glen Luchford / Gucci)
Gucci Bloom is available now at Nordstrom (US), Sephora (US), Harrods* (UK), and Gucci Boutiques

As well as the fragrance (30ml, 50ml, 100ml), the scent is also available as Shower Gel and Body Lotion.

*Currently exclusive to Harrods in the UK, A wider UK launch for the fragrance will commence from September 2017.

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