Gucci will launch Gucci Bloom, a new fragrance for women. Bloom is the brand's first pillar fragrance designed under creative director Alessandro Michele.
Bloom was developed by perfumer Alberto Morillas. Notes for the floral fragrance include jasmine, tuberose, orris and Rangoon creeper.
Gucci Bloom will be available in 30, 50 and 100 ml Eau de Parfum. A limited number of bottles will be available next week after the press launch (in the US, via Gucci and Saks Fifth Avenue), then the official product launch will be in August.
Update: Gucci Bloom will be fronted by Dakota Johnson. The description at Saks Fifth Avenue ~ "A rich white floral scent that transports to a colorful and diverse garden with a flacon that encapsulates the fragrance’s spirit dedicated to the diversity of women. Blended by master perfumer Alberto Morillas, the fragrance is created to unfold like its name."
More from Gucci.com ~ "Tuberose and jasmine combine with Rangoon Creeper—a unique flower discovered in South India that is being used for the first time in perfumery to create a rich fragrance that transports the wearer to an imaginary garden. The scent is presented in a lacquered bottle, reminiscent of porcelain, in a vintage powder pink shade with a Gucci label appliqué." Bloom is $92 for 50 ml or $124 for 100 ml.
I love the packaging. I really hope it smells good, and not boring.
I do too. I am a little concerned about boring — they specifically say they want it to be a floral that will play well in all markets, including Asia. So, expecting it to be on the light side, and hope they found a way to keep it interesting. But we will see!
The box appeals immensely. The bottle does not.
Sounds like another BWF, which in my opinion there can’t really be too many of — even though I’m pretty stocked up on them, myself.
I am doubting a big white floral (see comment above) but I would be happy if it was!
Bottle looks a bit like made of clay or porcelaine. Hope it does look good in the flesh.
WWD says “lacquered porcelain”.
HA, but Gucci.com says “a lacquered bottle, reminiscent of porcelain”
I want it!!! I like the color of the bottle and the packaging. Pretty in pink
The cap should have been black like the border. Fingers crossed.
Bottle looks weirdly dated. Like a museum item. I don’t get Gucci.
I know what they mean by “creeper,” but it still sounds weird as a perfume note.
I want to like this and will probably buy it if it’s even remotely interesting, as I love the packaging and current Gucci. I do have some standards, though: I said the same about Miu Miu, but never bought it.
The bottle (or more precisely, the label rectangle) looks like the new Gucci shoe box, so there is clearly some consistent brand building going on.