Watch: Step into the Gucci garden with a new eau de parfum, Gucci Bloom


Text: Angelyn Kwek

Image: Gucci

Gucci’s creative director debuts his first fragrance, Gucci Bloom, featuring Dakota Johnson, Hari Nef and Petra Collins in the dreamy ad campaign

Breathe, and you're transported to a fantastical Eden alive with infinite blooms. This is exactly the sensorial, aromatic experience the new Gucci Bloom fragrance bottles in its beautifully lacquered, powder pink flacon: That 'in the moment' essence, which celebrates a free-spirited femininity and vitality.

A scent envisioned by Alessandro Michele to be an olfactory ode to the women he designs for, Gucci Bloom speaks to the authenticity and diversity of said ladies, personified as a thriving garden full of varied blossoms that exude a rich, heady perfume. With master perfumer Alberto Morillas as the nose, the scent is blended from natural tuberose woven with jasmine absolute for a green freshness, elevated with notes extracted from the petals of the Rangoon creeper — a vine hailing from South India, which is a first to be utilised in perfume-making. The juice thus segues into a slightly powdery floral, sparkling in its sillage as a vivid, feminine fragrance.

Gucci Bloom EDP

As Michele tells it, "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; colorful, wild, diverse, where there is everything. Gucci Bloom smells of this garden in order to travel to a place that is not there."

Gucci Bloom EDP

Channeled by actress Dakota Johnson, model Hari Nef and artist Petra Collins in the ad campaign shot by Glen Luchford, the ladies embody the unbridled vivacity and joy encapsulated by the fragrance, traipsing through a floral paradise that takes them from an English garden to a sunlit lake. Diverse in their individual beauty and uniquely connected to the house, the trio tells the Gucci Bloom story like you've never seen before.
Gucci Bloom EDP

Gucci Bloom is available at major department stores, from $128 - $216