Creative Director Alessandro Michele set the fashion world alight when he took the helm at Gucci in 2015. His unique style has caused a sea-change in the fashion landscape, his vision has a far-ranging influence that has subtly altered the landscape of our modern world. The Alessandro Michele signature look of prints and embellishments and granny chic has filtered down to the high street and is seeping into our collective consciousness.
All of which means that the debut of the first Gucci fragrance to be conceived from inception under the Alessandro eye is bound to cause something of a stir.
Gucci Bloom is that fragrance. Alessandro Michele chose Master Perfumer Alberto Morillas to bring his vision to fragrant life. A hugely experienced and talented perfumer, Alberto Morillas’ previous creations include Calvin Klein CK One; Giorgio Armani Aqua di Giò; Marc Jacobs Daisy; Kenzo Flower; and earlier this year he worked on Gucci Guilty Absolute Pour Homme.
In this instance, the collaboration has resulted in a ‘new olfactory experience’: A fragrance which unfolds as you wear it. Hence the name Bloom.
The concept of the fragrance is the rich scent of a garden full of flowers. Natural tuberose absolute harvested from India is woven through with natural jasmine absolute. By using a reportedly exclusive method of co-extraction, natural jasmine is blended with captive molecules to conjure up a “fresh green and petal scent on the skin”. Gucci claims another first: The first use of the Rangoon creeper in perfume making. The plant, discovered in South India, changes colour from white to pink to red as it blooms, fitting in perfectly with the fragrance concept. Luckily, the vine’s flowers play along too, contributing a “slightly powdery feminine floral perfume”.
Alessandro Michele described the inspiration behind the fragrance: “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; colourful, wild, diverse, where there is everything. Gucci Bloom smells of this garden in order to travel to a place that is not there”.
Gucci defines Alessandro Michele’s fashion philosophy, as distilled through Gucci Bloom, as celebrating the “authenticity, vitality and diversity of the women he designs for, and those that identify themselves in his vision. The women he dresses are flourishing in a natural, expressive and individual way: they are in bloom”.
The Gucci Bloom flacon and box are equally well-dressed. Herbarium, a red and white toile de Jouy print of leaves, cherry branches and flowers, decorates the outer carton of the fragrance, framed in black. Inside, a vintage powder pink lacquered bottle is appliquéd with the Gucci label ribbed and framed again in (always chic) black.
As Alessandro himself noted: “The bottle is not designed feminine to seduce men, but to keep company with the women who wear the perfume. Retro and tender because of its colour, with clean, slender lines, and not crafted in transparent glass – it is instead lacquered, reminiscent of porcelain, a material that I love very much.”
We have not seen the campaign images yet but can reveal that they will feature actress Dakota Johnson; actress and model Hari Nef; and artist Petra Collins. These “contemporary women of Gucci” are friends of Alessandro Michele and boast talents that resonate with the new Gucci vision. Shot by Glen Luchford, the story behind the images is of the three women wearing Gucci Bloom during a day in the city. The fragrance “changes the surrounding urbanity into an imaginary stroll in a fantastical English garden. Tea on a sidewalk flourishing with blooms, walking into an apartment overgrown with verdant plants, and swimming at dusk in a lake entangled with shimmering flowers and reeds”.
Fragrance is an intoxicating combination of sensory pleasure and aspiration. We may not all have the designer wardrobe budget or get to hang out with Michele in Milan but many more of us can waft down the street trailing the scent of Gucci and enveloping ourselves in a cloud of its of-the-moment desirability.