Gucci
Bloom Eau de Parfum
The floral fragrance Bloom by Gucci Femininity has always been at the heart of the house of Gucci's concerns. This is expressed across three main business sectors, namely the creation of fashion items, accessories and perfumes.
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It is precisely in the realm of fragrance that Gucci decided this time to let its talent shine. The house presents a brand new, highly floral perfume, named Gucci Bloom. Much anticipated, this fragrance is the first to have been created by Alessandro Michele, Gucci's new creative director. So, shall we step into its world?
Gucci Bloom, the first creation by Alessandro Michele
Gucci Bloom is a particularly anticipated perfume. While its release was announced in early May 2017, its commercial launch would not officially begin until August of that same year. In reality, the public's eagerness for it stems from the fact that it is the very first perfume to have been created entirely by Alessandro Michele, Gucci's new creative director. Completely unknown until 2015, he stepped in at short notice to replace Frida Giannini at the helm of the house, following her abrupt departure. He immediately made a name for himself thanks to his Gucci Homme collection, created in barely five days. Sparking curiosity among men and women across the globe, he chose to bring his own DNA into Gucci's collections. Many already say that he has revolutionized the world of this great Italian brand and that he could well elevate it to the highest peak of its history. So, let us take a closer look at how this translates on the perfumery side.
The floral femininity of Gucci Bloom
For this first perfume, Alessandro Michele took no risks and turned toward one of the most acclaimed olfactory categories in the world: floral perfumes. The creator also chose this direction in order to appeal to Asian markets, which are particularly drawn to this type of composition. Gucci Bloom therefore contains sambac jasmine and tuberose, a classic of feminine perfumery, giving off a certain romanticism combined with opulence and freshness. However, Gucci Bloom also contains an unexpected ingredient: Rangoon creeper, a flower from India specially harvested for Gucci. All of this comes to us in a bottle that is both vintage and contemporary, feminine and authentic. Forming a thick glass rectangle, it impresses with its imposing stature. Entirely lacquered in beige, it evokes the color of feminine skin, thus inviting touch. The whole is contained in a white cardboard box, printed with Gucci's famous traditional herbarium motif, in a red wood and white toile de Jouy color. The whole is at once traditional while possessing Alessandro Michele's avant-garde spirit.
Olfactory pyramid
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The advertising
The news broke in May 2017: the house of Gucci presented us with a brand new fragrance named Bloom. This news immediately made waves in the world of perfumery, and for good reason. Gucci Bloom is the first Gucci fragrance created by Alessandro Michele, the brand's current creative director. Likewise, it is the very first perfume signed by Coty since that group's merger with the American leader Procter & Gamble. From then on, all that was needed was a marketing campaign worthy of the event to complete the launch of this fragrance. This has now been done! Gucci has just unveiled the advertisement for its perfume Gucci Bloom.
The poetic world of Gucci Bloom
Gucci Bloom is a fragrance that celebrates the vitality and diversity of women. It highlights their natural beauty. With it, the woman who wears it blossoms in an authentic way. This fragrance is signed by master perfumer Alberto Morillas. Through it, the idea was to let its scent unfold like a spring flower. This perfume captures the intoxicating breath of a lush garden, brimming with flowers. Thus, Gucci Bloom immerses us in a particularly pastoral setting. It transports us to the heart of a poetic and almost imaginary world, somewhat vintage yet always very elegant.
The launch party organized by Gucci
To celebrate the arrival of this new perfume, Gucci went all out! The presentation of this new fragrance took place at MoMA, the museum of contemporary art in New York. For the occasion, the courtyard of this prestigious venue was transformed into an urban garden decorated with numerous wildflowers. Rose, jasmine, peony, lily of the valley and wisteria were paired with a multitude of colorful birds. Numerous personalities were present, and the private evening was widely talked about.
The advertisement for Gucci Bloom
In perfect harmony with all of the communication orchestrated by Gucci, the advertisement for Gucci Bloom immerses us in a pastoral and floral world. The brand's main face of the campaign is none other than Dakota Johnson, an American actress and model. After having been the face of the Mango brand, it was she who won over Alessandro Michele's heart with her natural and authentic beauty. In the advertisement for Gucci Bloom, she is joined by models Hari Nef and Petra Collins. Entirely dressed in floral prints, the three women find themselves in a floral and aquatic world. The film unfolds to the track The Rip by Portishead. The three young women walk forward amid wildflowers, causing colorful butterflies to rise in their wake. Even their living room is entirely decorated with flowers! The world is thoroughly surreal. This advertisement ends with a vision of the three young women in crystal-clear water. They indulge in a swim in a lake, again enriched with a multitude of flowers that would almost seem to be the olfactory source of this new feminine perfume.