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Gucci Bloom Fragrance Launches, in a ‘Vintage Pink’ Bottle

It is the first launch by creative director Alessandro Michele, and has pretty pink packaging.

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By: Marie Redding

Senior Editor, Rodman Media

Gucci Bloom — in pretty pink packaging — is officially launching August 1st. It is available for preorder now, however, online at Saks Fifth Avenue, Bloomingdale’s, and Gucci’s website.

Gucci Bloom is a floral fragrance, the first launch to be wholly conceptualized by the company’s creative director Alessandro Michele. Michele influenced the scent, designed the packaging and directed the ad campaign.

Edgar Huber, president of Coty Luxury at Coty Inc. stated that Gucci Bloom was “very much inspired by Michele,” who worked with master perfumer Alberto Morillas to create it. The eau de parfum contains natural sambac jasmine, tuberose, orris and Rangoon creeper, an exclusive ingredient sourced from India.

Huber credits Michele with making the brand relevant again to Millennials. Describing the fragrance and its packaging, he tells WWD, “It has a lot of personality but it also is part of the floral family — a big trend and one of the most important fragrance families….It also looks very different…it just really represents and reflects Alessandro’s vision of Gucci — of the new luxury and also of the new luxury consumer.”

The square bottle is “vintage powder pink,” and made from lacquered porcelain. The bottle features a minimalist black and white label. The carton is printed with a red and white floral pattern, as well as a traditional Gucci motif re-designed by Michele. Floral prints are also featured on Gucci’s ‘Bloom’ fashion accessories collection that includes bags, backpacks and these high-top sneakers. 

The ad campaign, shot by photographer Glen Luchford, stars Dakota Johnson, photographer Petra Collins and model Hari Nef.

Photo: George Chinsee / appeared at WWD

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