Gucci is in full bloom with a new floral scent for the Summer

Debuting the first fragrance developed wholly under Alessandro Michele’s creative vision, Gucci Bloom is a scent designed to celebrate the authenticity, vitality and diversity of women—flourishing in a natural, expressive and individual way.

“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,” Alessandro Michele.

To create Gucci Bloom’s rich white floral fragrance, creative director Alessandro Michele selected ingredients with master perfumer Alberto Morillas to express his idea of an abundant, beautiful garden. Gucci Bloom is created to unfold like its name, capturing the rich scent of a thriving garden filled with an abundance of flowers. Tuberose and jasmine combine with Rangoon Creeper—a unique flower discovered in South India that is being used for the first time in perfumery to create a rich fragrance that transports the wearer to an imaginary garden. The scent is presented in a lacquered bottle, reminiscent of porcelain, in a vintage powder pink shade with a Gucci label appliqué.

The Gucci Bloom film campaign, directed by Glen Luchford stars Dakota Johnson, Hari Nef and Petra Collins.