Beauty giant Coty, has released the first Gucci fragrance to be wholly developed according to the vision of the brand’s Creative Director, Alessandro Michele.

 

The new scent will be available in duty free and travel retail from August this year.

 

“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,” says the Italian fashion designer.

 

“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.”

 

Blended by master perfumer Alberto Morillas with direction from Alessandro Michele, the fragrance is created to unfold like its name. The creative director envisioned the scent as a ‘thriving garden full of diverse types of flowers and the rich perfume it emits’.

 

Natural Tuberose absolute harvested from India combines with natural Jasmine absolute along with ‘the Rangoon Creeper’ which has never been used in a fragrance before, says Gucci.

“Discovered in South India, the Rangoon Creeper embodies the new scent’s concept and name, as it changes colour from white, gradually darkens to pink then finally to red when it blooms,” it adds. “The vine’s flowers are redolent with a slightly powdery feminine floral perfume.”

 

US actress Dakota Johnson, model Hari Nef and artist Petra Collins all feature in the advertising campaign, which was shot by Glen Luchford.