Wednesday 3rd May

| BY Joel Traptow

Gucci Launch Alessandro Michele’s First Fragrance “Bloom” In New York

In two short years, Gucci’s Creative Director Alessandro Michele has turned everything Gucci does into pure gold, glitter, rhinestones, crystals etc. etc. His collections shine as bright as his ideas. Now, he is tackling a whole new world, that being the nostril-pleasuring business of fragrance, launching his very first fragrance for the house, “Bloom” in New York last night. He’s put his creative spin on the campaigns for previous Gucci fragrances, but this one is all his own. And what better smell to begin than flowers? Everyone likes flowers. Here, Michele combines tuberose, jasmine and rangoon creeper, to echo, “the rich scent of a thriving garden filled with an abundance of flowers.”

And last night, to celebrate the launch of the fragrance, MoMa PS1 was transformed into a lush garden filled with the same flowers that make up the notes in the scent. The usual glam Gucci gang were all in attendance – including the three of the faces of the upcoming campaign, Petra Collins, Dakota Johnson and Hari Nef, who will be shot by Glen Luchford. Those of you who avidly follow Gucci on Instastories, as we do, will that threesome were joined by the the gorgeous Lana Del Rey, amongst other Gucci-clad guests. “Gucci Bloom” hits stores in August, but for those dying to get their hot little hands on it, pre-order now on Gucci’s website. But move fast! There’s only 1000 available. We can’t wait to get our first whiff.