Bloom serves as Alessandro Michele’s first women’s scent for the label.
After much anticipation following a New York City launch event back in May, the campaign for Gucci Bloom, Alessandro Michele‘s first women’s scent for the label, is finally here — and damn, does it deliver. The series of dreamy photos, which the Italian house rolled out on Instagram on Tuesday, depict Dakota Johnson, Hari Nef and Petra Collins (What. A. Trio.) standing serenely in a lush garden and wearing head-to-toe Gucci florals, of course.
The campaign, photographed by Gucci favorite Glen Luchford in New York City, was inspired by “urbanity and how scent can be a way to travel somewhere that does not exist, that is purely imagined,” according to a statement from Michele. “It’s a surreal idea of wearing a garden.”
In another shot, the Bloom bottle is nestled next to Collins, who is lounging amongst lush grasses and millennial pink flowers which also happen to match both Collins’s dress and the flacon itself.
In addition to the stills, Gucci also released a teaser for the film component of the campaign, directed by Luchford, on Instagram:
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)
The scent — a pretty floral blend of jasmine and tuberose — is currently available for purchase at $94 a pop for a 1.6-ounce bottle, should you wish to immediately channel the dreaminess of the campaign yourself.