Only Gucci could make flowers bloom in the dead heat of summer. Three months after throwing the most picturesque party you weren’t invited to at the MoMA PS1 for their new fragrance, the designer has officially released Bloom to the world.
To celebrate the release of the soft, pink-toned eau de parfum bottle you’re about to impulse buy in another tab, Gucci unveiled a new, floral-filled film. Returning for the Glen Luchford-shot campaign are the three muses—photographer Petra Collins, model Hari Nef and actress Dakota Johnson—as well as Gucci’s own creative director and hair god Alessandro Michele, who created the fashion house’s first women’s scent.
While we contemplate spending $129 on a bottle of the perfume and wonder aloud what hints of “Rangoon Creeper” smell like, check out the gorgeous promotional material, below.
A preview of the film campaign for #GucciBloom, the first women’s scent for the House by #AlessandroMichele, featuring @dakotajohnson, @harinef and @petrafcollins and directed by @_glen_luchford. #InBloom Discover more through link in bio. Music: "The Rip" by Portishead (Universal Island Records Ltd)