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  • Writer's pictureXPEDITION Magazine

X|NEWS: Gucci Bloom debuts new fragrance this month

Gucci Bloom Profumo di Fiori is making its debut courtesy of a campaign featuring director and actor Anjelica Huston, singer songwriter Florence Welch, actor Jodie Turner-Smith, and designer Susie Cave, which aims to reveal “the true heart of Bloom, offering an exploration of imagination and identity”.

This latest incarnation of Gucci Bloom Eau de Parfum, conceived by Creative Director Alessandro Michele and created by Master Perfumer Alberto Morillas, “heroes the fresh natural greenness, rich floral quality and creamy depth of Tuberose blended with Jasmine Sambac Closed Buds and Jasmine Sambac Absolute for a more immediate and direct expression, as well as facets of Ylang Ylang and Sandalwood.

“When I reimagined the new Gucci Bloom campaign, I started from the mystic world of female sensibility, and how it is connected with the idea of nature. This world is a hallucination of flower power featuring women that are like priestesses. It is a world where time is replaced by fascination and magic, representing the perfume itself,” said Michele.

The scent comes in a lacquered, square-shaped bottle, complete with the Gucci label ribbed and framed in black. The outer packaging is covered inside and outside in a Toile de Jouy Herbarium House print of leaves, cherry branches and flowers framed in black.

The campaign is set in a “mystical and ancient landmark” and tells the story of four women living in a garden of dreams. The protagonists join each other in the dream-like sequence directed by award-winning photographer and director Floria Sigismondi.

The new Gucci Bloom campaign and Gucci Bloom Profumo di Fiori fragrance launch this month (August) in 30ml ( 50ml and 100ml bottles.


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