A new campaign and fragrance join the Gucci Bloom family, starring Anjelica Huston, Florence Welch, Jodie Turner-Smith and Susie Cave “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.” Alessandro Michele.

Blossoming into life, the new Gucci Bloom Profumo di Fiori debuts alongside a visionary campaign set in a garden of dreams where magic blooms. Flourishing from the creativity of Alessandro Michele, the innovative vision blurs the lines between two universes: a surrealist land that clashes with reality. Featuring four contemporary women – director and actor Anjelica Huston, singer songwriter Florence Welch, actor and model Jodie Turner-Smith, and designer Susie Cave – the campaign reveals the true heart of Bloom, offering an exploration of imagination and identity mirrored by the radiant floral signature of Gucci Bloom Profumo di Fiori.

Gucci Bloom: the story behind the scent: The first fragrance developed wholly under Alessandro Michele’s vision, Gucci Bloom Eau de Parfum was inspired by the idea of absolute authenticity, the freedom to be who you are. Blended by Master Perfumer Alberto Morillas with direction from Alessandro Michele, the fragrance unfurls as its name suggests, a thriving garden full of flowers characterised by a trio of Jasmine Bud extract, Tuberose, and Rangoon Creeper. Celebrating the vitality and diversity of those who identify with the House’s modern philosophy, the Gucci Bloom fragrances that have followed are for those who experience life and its fruits in order to bloom into their real selves. They live to create memorable moments, to share stories, and be inspired by the objects, culture and art they choose to surround themselves with. Just like the scents bearing this name, Gucci Bloom women flourish in a natural, expressive and individual way, without conventional limitations.