Wednesday 2nd August

| BY Joel Traptow

First Look: Gucci Reveal Their Gucci Bloom Campaign


I know I say this a lot, but I really want to be a Gucci girl – they are cool, extremely glamorous and smell like an English garden, apparently. What more could anyone want from life? Speaking of the Gucci girls, three of the house’s faves are back and this time they’re lending their gorgeous faces to Bloom, the first women’s fragrance by Alessandro Michele. Those faves are artist Petra Collins, model Hari Nef and actress Dakota Johnson, who all star in the floral-filled campaign shot by the houses’ go to photog, Glen Luchford. Now, we believe they call New York a concrete jungle but here its become a lush garden, which is very appropriate as florals are really all one thinks of when talking about Guccy (see Resort 2018 if that reference goes cold on you).

Alessandro said he wanted the scent to feel like a “surreal idea of wearing a garden,” so I imagine spraying this fragrance is like those old iced tea commercials, where when you take a sip you fall back into a refreshing pool, but instead of water, it’s a lush pile of tuberose and jasmine flowers. So if you, like us, have a fixation on being an it girl, do like they do, and roll around in a garden wearing a gown spritzed with Bloom. We are not responsible if an old lady chases you out of her roses with a broom or there’s a thorn-based accident…

A preview of the film campaign for #GucciBloom, the first women’s scent for the House by #AlessandroMichele, featuring @dakotajohnson, @harinef and @petrafcollins and directed by @_glen_luchford. #InBloom Discover more through link in bio. Music: “The Rip” by Portishead (Universal Island Records Ltd)

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