Gucci will launch a new fragrance for women simply called Bloom from August 2017, a floral composition which aims to be the olfactive parallel to the fashion house's running gardens theme which appears as pattern on a number of accessories. It is artistic director Alessandro Michele's first fragrance development project since his arrival at the house in 2015. Dakota Johnson is his muse...
Owned by Coty, Inc. the label is also following suit on the perceived interest for scents by a new generation of consumers in the Asia-Pacific region and China in particular where the group recently opened a distribution branch called Coty Luxury China. Bloom was designed to be an approachable perfume product in general but also more particularly for that market and its oft-reported taste for ethereal florals.
Dakota Johnson and Alessandro Michele showing off their "Avant-Garde" themed fashion worn on the occasion of the MET gala. Michele is wearing a Gucci jacket with a Comme des Garçons skirt and trousers.
The composition was entrusted to master perfumer Alberto Morillas of Firmenich who has a knack for, among other things, radiance. This is the impression a fragrance leaves you with of radiating light by olfactive means, with textural work on transparency and an impressive diffusion.
Bloom has notes of "natural sambac jasmine, tuberose, orris /iris and Rangoon creeper (aka Chinese honeysuckle), a vine sourced from India and exclusive to Gucci Bloom." [via High Snobiety]
Pre-launch starts today with an initial launch of 1000 copies of the scent available on gucci.com and saks.com. The wider launch is set for August.
Ad campaign will include actress Dakota Johnson, actress and model Hari Nef and artist Petra Collins. [via Los Angeles Times]
Johnson has already been spotted on the red carpet of the MET gala with Michele. On the launch press day at MOMA in New York city, the actress was seen wearing a green, Chinese qipao-inspired dress while wearing eye makeup that made her look a little Asian. This is to say that China is most definitely on Gucci's and Coty's radars. They appear to be dead set on communicating well with the Middle Kingdom market.