Fragrance fanatics now have something to look forward to because Gucci’s gorgeous new perfume is finally here – and it is stunning. The first scent by the brand’s Creative Director Alessandro Michele, it’s a celebration of freedom, femininity, and – as you might’ve guessed – flowers. Inspired by the vitality and diversity of women, Michele sought to create a fragrance that represents the spirit of those he champions and the way they experience life and bloom into themselves.
“I wanted a green fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance,” he tells us. “The garden is as beautiful as the 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.”
Discover this stunning new scent and follow Dakota Johnson, actress and model Hari Nef, and artist Petra Collins behind the scenes of the campaign shoot in a series of images shared exclusively with Savoir Flair.
The Scent
Just as its name suggests, ‘Bloom’ does just that – it blooms, opening and unfolding to reveal a rich garden full of flowers and wonders. The perfume is a highly concentrated blend of all-natural ingredients: tuberose harvested in India, jasmine absolute, and jasmine bud extract (obtained through an exclusive method that perfectly blends the molecules to create a fresh floral scent).
It also contains rangoon creeper, a plant discovered in South India that’s never been used in fragrance before. This unique and complex ingredient perfectly embodies the perfume – and its name – as it slowly changes from white to pink to red while it blooms, and its flowers create a subtle scent. The result is a white floral fragrance with a woody and powdery touch that leaves you feeling like you’re enveloped in soft, silky petals.
The Bottle
Completely different from Gucci’s past fragrance flacons, the ‘Bloom’ bottle is stunningly simple and on trend thanks to its powder-pink color – cue extensive use of the #perfumegoals hashtag. It’s cool and modern, but with a vintage touch, and will no doubt take pride of place on your vanity table.
Capturing the spirit of the scent and its ode to the diversity of women, Michele chose a thick, lacquered porcelain to house his magical creation, saying, “The bottle is not designed to be feminine to seduce men, but to keep company with the women who wear the perfume. It’s retro and tender because of its color, with clean and slender lines, and not crafted in transparent glass but in porcelain – a material that I love very much.”
The outer packaging is also seriously pretty, so much so that you’ll want to keep the box. The red and white “Toile de Jouy” print of leaves, flowers, and cherry branches is Gucci’s new power print, and you’ll be seeing a whole lot more of it in stores and the brand’s upcoming collections.
