“Bloom” by Gucci

Wholly fashioned by creative director Alessandro Michele, Bloom is the new spring summer fragrance by Italian luxury house Gucci. With actress Dakota Johnson as the face of its campaign, the fragrance is slated to represent the modern woman. The launch of the scent was celebrated on May 2 with a party in New York.

Michele, who was appointed creative director of the house in 2015 and who is responsible for all of Gucci’s men’s and women’s collections, worked in collaboration with master perfumer Alberto Morillas to create this feminine fragrance.

The scent is a mix of tuberose and jasmine, combined with Rangoon Creeper — a unique flower discovered in South India that is being used for the first time in fragrance.  Bloom will be packaged in a classic, rectangular-shaped bottle in powder pink, decorated with a minimalist black and white label. The floral element ties in with Michele’s ready-to-wear designs, which regularly feature botanical motifs.

Italian-born Michele was a leather goods designer at Gucci before taking over as creative director following the departure of his predecessor Frida Giannini. He is credited with breathing new life into the house, and his feminine, vintage-inspired designs have inspired legions of fans around the world.

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