A floating garden of dreams awaits as Gucci Bloom introduces a new campaign by Sabato De Sarno, Creative Director of Gucci. Showcasing the luminous beauty of women embracing their journey to self-discovery, the Gucci Bloom story is redefined through a vision of sensual, effortless elegance that exudes joy and modernity. Gucci Bloom women discover who they really are, growing into the women they aspire to be and celebrating each other as they evolve.


The Gucci Bloom Story

The story begins with the original Gucci Bloom Eau de Parfum. Created to unfold like its name, notes blossom out into a new vision of femininity—one that embraces the diversity of women. Just as each flower has its unique story, every woman has her own needs and desires. Her inner strength inspires hope, and her beauty blossoms as she feels empowered.

The original Gucci Bloom Eau de Parfum weaves the floral signature of Jasmine, Tuberose, and Rangoon Creeper accord into an embodied essence. The scent naturally expands into its full expression, blooming like the individual who wears it. Joining the floating garden are Gucci Bloom Eau de Toilette and Gucci Bloom Eau de Parfum Intense. Each scent retains the intrinsic white floral Bloom Accord, while bringing subtle yet unique differences into play: Gucci Bloom Eau de Toilette introduces a touch of sparkling Bergamot; Gucci Bloom Eau de Parfum Intense captivates with the mysterious Lady of the Night.

Behind Gucci Bloom fragrances is Master Perfumer Alberto Morillas, whose lifelong passion for the craft of perfumery is reflected in his work. His ongoing collaboration with research and development chemists, combined with an extensive knowledge of perfume history, has resulted in a renowned body of creations, garnering praise over the decades.

Gucci Bloom Eau de Parfum

Gucci Bloom Eau de Parfum is the original Bloom fragrance, opening with Tuberose and interlaced with Jasmine. Gucci Bloom’s white floral trio is complete with Rangoon Creeper accord. Discovered in South India, Rangoon Creeper accord embodies the scent’s concept and name, changing color from white, gradually darkening to pink, then finally to red when it blooms.

Gucci Bloom Eau de Toilette

The most luminous of the three scents, Gucci Bloom Eau de Toilette imagines the floating Bloom garden bathed in the poetic, opalescent light of dawn and glittering morning dew. A sparkling citrus freshness is introduced with a Neroli Accord, a fusion including Lemon, Mandarin, and Bergamot that naturally lifts the scent with ethereal brightness. A hybrid fruit between a lemon and a bitter orange, Bergamot infuses its honeyed sweetness into the blend with a hint of spice and a harmonious, floral-green edge. Orange Blossom also brings luminosity to the magnetic Bloom Accord and its bouquet of Tuberose, Jasmine, and Rangoon Creeper accord, instilling the fragrance with the lightness and pure elegance of this white flower.

Gucci Bloom Eau de Parfum Intense

Gucci Bloom Eau de Parfum Intense is inspired by the mysterious and magnetic forces of moonlight. An invitation to let your intense inner light bloom, it is the deepest scent in the Gucci Bloom family. Adding a sensual base to Gucci Bloom’s white floral blend, a radiant top note of Orange Blossom Absolute opens the incantation, while its floral heart of Jasmine and Tuberose unfurls with a new note: the heady, night-blooming Lady of the Night. Small yet powerful, this white flower only reveals its opulence as the moon rises above the inky skyline, enriching the Bloom Accord with its spicy, powdery qualities. Grounded in a base of Patchouli Essence and Crystal Moss Accord, its core notes echo with creamy sensuality.

The Design

Each Gucci Bloom scent is encased in a distinctive, squared bottle. The original Gucci Bloom Eau de Parfum is presented in a powder-pink shade, with the lacquered porcelain-effect flacon appliquéd with the Gucci label, ribbed and framed in black. The outer carton is covered inside and outside in Herbarium, the House’s red-and-white Toile de Jouy print of leaves, cherry branches, flowers, and butterflies.

Gucci Bloom Eau de Toilette embraces the feminine beauty of the original design vision while introducing a touch of lightness through frosted pink lacquering. The Herbarium print is brought to the bottle face and transformed into a lighter shade of pink. This pattern is further carried to the outer packaging, locking the poetic scent inside.

Gucci Bloom Eau de Parfum Intense seals the distinctive square silhouette with a cosmic motif, lacquered with the black intensity of a full moon eclipse framed in gold. The outer packaging unfurls with crimson cherry branches, flowers, butterflies, and leaves against a blush background framed in black.

The Campaign

Envisioned by Creative Director Sabato De Sarno, the new campaign marks the next chapter in the Gucci Bloom story. Sensuality overflows as Gucci Bloom becomes a floating garden of dreams, embodying the elegance of coming into full bloom amongst other women. Each of them is deeply connected with nature, the water, and the women bathing beside her. Semi-submerged, the three models speak volumes with their stares alone, ready to bring their poetic sensibilities to the world. The campaign reflects a woman’s deep connection to her body—a modern portrayal of femininity expressing joy and freedom. Gucci Bloom celebrates authenticity and self-discovery as women bloom into their true selves within their female communities. Trios echo out in campaign shots and product visuals: three women, three scents, three white florals. Each image is an invitation to rejoice in being free and full of life.

Gucci Bloom Eau de Parfum, Gucci Bloom Eau de Toilette, and Gucci Bloom Eau de Parfum Intense are available in 10ml, 30ml, 50ml, and 100ml.

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