Bloom into your truest self with Gucci Bloom Eau de Toilette, the new scent joining the garden of dreams. Available from March 2022, the fragrance is a luminous interpretation of the Bloom original signature, embodying vitality and radiance.

Seeded by the creativity of Alessandro Michele, the campaign by Floria Sigismondi featuring Anjelica Huston, Florence Welch, Jodie Turner-Smith and Susie Cave returns to a surrealist landscape to explore the imagination and identity of the floral Bloom world.

The Gucci Bloom Story

The first fragrance developed wholly under Alessandro Michele’s vision, Gucci Bloom Eau de Parfum was born from the idea of absolute authenticity. Blended by Master Perfumer Alberto Morillas with direction from Alessandro Michele, the fragrance is characterised by a trio of Jasmine Bud extract, Tuberose and Rangoon Creeper. Just like the scent unfurls as its name suggests, Gucci Bloom women flourish in a natural, expressive and individual way, without conventional limitations. All Gucci Bloom fragrances celebrate the vitality and diversity of those who identify with the House’s modern philosophy, for those who experience life and its fruits in order to bloom into their real selves.

The New Scent – Gucci Bloom Eau de Toilette

The newest addition to the Bloom bouquet is a lighter, more luminous interpretation of the Bloom signature that gently encourages women to bloom into the truest version of themselves. Embarking on a journey of self-discovery built on empowering notion and connection through differences, the fragrance stays true to the ingredients of the original Gucci Bloom Eau de Parfum with its trio of Jasmine, Tuberose and Rangoon Creeper. Embodying the essence of the Bloom garden when bathed in the poetic opalescent light of dawn where every flower is exalted by morning dew, Gucci Bloom Eau de Toilette captures the rich scent of a thriving garden filled with an abundance of flowers. To further enrich the scent, a honeyed sweetness and green citrus facet is captured through the addition of Neroli accord, its delicate freshness and ethereal radiance the embodiment of this glowing twist on Bloom’s magnificent white floral signature.

The Design

Gucci Bloom Eau de Toilette revisits the original Gucci Bloom bottle design with a new subtly paler pink tone to evoke the effortlessly light radiance of the scent within. Presented in a frosted and luminous square-shaped glass bottle to bring freshness and vitality, it is adorned in the Toile de Jouy Herbarium House print of leaves, cherry branches and flowers, and framed in black. The emblematic outer packaging is covered in the same pattern and colour palette.

The Campaign

Four charismatic women from the Gucci Bloom family star in the campaign directed by award-winning photographer and director Floria Sigismondi. Revealing the true heart of the enchanting Bloom universe, the shots set in the ancient location of La Scarzuola feature director and actor Anjelica Huston, singer songwriter Florence Welch, actor Jodie Turner-Smith and designer Susie Cave. Once more exploring the mystical world of female sensibility, the garden dreamscape is complete with wishing well, water gardens and floral explosions.

The new Gucci Bloom Eau de Toilette fragrance is available from March 2022 in 30ml, 50ml and 100ml.