Gucci's new Guilty Absolute Pour Femme scent will make you dream of blackberries

Gucci's new Guilty Absolute Pour Femme scent will make you dream of blackberries

Blackberry fields forever

Text: Renée Batchelor

Not content with winning over the fashion world, Gucci's creative director Alessandro Michele, is slaying when it comes to its new fragrance offerings as well

Last year Gucci offered us Bloom, a fevered dream of a tuberose-heavy fragrance, with an etheral ad campaign that featured Dakota Johnson, photographer Petra Collins and transgender model Hari Nef. Packaged in an opaque millennial pink bottle, the scent has done well for the brand, without resorting to the tried-and-tested fruity floral formulas that many brands push out in order to capture the popular vote. And like its heavily embellished sweaters, bags and sneakers that walk the fine line between gaudy and inspired, Gucci is not meant to appeal to all tastes, so it's a good thing that the house is going the distinctive route with its scents. While Bloom was a heady, yet intensely wearable floral, the new scent goes in a slightly more gourmand direction following the creative input of Michele and the brilliance of master perfumer Alberto Morillas.

Gucci fragrance

The partner scent to Gucci Guilty Absolute Pour Homme, the new Guilty Absolute Pour Femme, completes the couple and builds on the idea of the freedom to love that Gucci is hoping to express. The scent is based mainly on the mysterious and delicious blackberry. Michele explained, "I wanted a blackberry note that would make you dream upon smelling it. It's magical and it's connected to nature, as well as to emotion. There is romance in this perfume, an aura of pure, free love." Maître perfumer Alberto Morillas, who also created Gucci Bloom and the male version of this scent, was tasked with blending this unique, chypre fruity scent. Besides the juicy blackberry, the scent also has two 'hero' notes: Bulgarian Rose for a spicy twist, and goldenwood, a natural extract from the nootka cypress that boasts both a woody and leathery aspect. It is also the only note in this linear fragrance that is common to both the male and female scents.

Morillas uses other notes like bergamot, patchouli and ambergris to create the deep, musky and addictive qualities he wanted to evoke. Explaining what he wanted to achieve, Morillas said, "It's very important to create fragrances that smell good and not artificial, with authentic notes. Alessandro wants these types of fragrances, he wants something that is simple to understand, you smell it and you understand the notes. You need to feel free when you smell the scent," Featured in the campaign – that is set in a baroque palazzo — is Academy Award-winning actor Jared Leto and models Julia Hafstrom and Vera Van Erp. Echoing the sleek silhouette of its male counterpart, the feminine version of the flaçon comes in a tinted, deep berry glass that recalls the key note in the scent. For a ooh-la fabulous slice from the whimsical house, a spritz of this will do the trick.

From $115 to $187. Available at Sephora and department stores