Capturing the spirit of the contemporary, diverse and authentic women of Gucci, Bloom is creative director Alessandro Michele’s first fragrance for the House. Envisioned as a thriving garden of flowers, Bloom 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 of natural tuberose and Jasmine leave an unexpectedly rich white floral scent on the skin. Rangoon Creeper, a plant that changes color when it blooms, infuses a powdery, floral edge. The vine’s flowers are redolent with a slightly powdery feminine floral perfume.
The campaign portrays Bloom’s ability to transport the wearer to the verdant garden it was inspired by, and features actress Dakota Johnson, model and actress Hari Nef and artist Petra Collins. Friends of Alessandro Michele, they have a special connection with the House, their talent resonating with Gucci’s new vision.