Floral in every sense of the word - Trudi Brewer reveals the latest Gucci fragrance creation, Bloom.
Gucci Bloom, 30ml $105.
Gucci has had many facets to their perfume portfolio - some brilliant, including the red lacquer-like case that housed the 90's smash hit Gucci Rush. It was one out of the box, the brands shining light as far as I am concerned. And as a fragrance launch, (I was lucky enough to attend at Miliano Centrale Railway Station, Piazza Duca d'Aosta, in Italy back in 1999) it was phenomenal. That scent stopped traffic - fast forward to today, and the latest may be on the same track. Let's face it, you can't go wrong wearing anything sporting the Gucci label right now. Gucci is killing it in the style stakes. From the GG belt (I wear mine most days) to my glittery Gucci sneakers, it's a brand to covet and there is often a queue outside the Auckland boutique. Its current resurgence is thanks to Alessandro Michele, the creative director who has been rejuvenating the label since early 2015. His latest collaboration (much coveted and very secret) is with perfumer Alberto Morillas - namely Gucci Bloom. It landed this month in stores across the globe and the best news, anyone can own it.
What is it?
Created by perfumer Alberto Morillas, under the direction of brand ambassador Alessandro Michele and in keeping with the brands latest obsession - nature. It smells like a garden of spring blooms. Even those who shy away from floral fragrance will want a bottle.
What 's in it?
An abundance of white blooms including heady tuberose and sweet jasmine, Chinese iris orris and a Rangoon creeper (aka Chinese honeysuckle) - a flower that changes colour from white to red once it blooms. From the first spritz it could be forgiven for being a sweet, heady scent, however, once it dries down, it loses that girly edge and warms to become a sexy powdery perfume that is mildly addictive. Alessandro Michele describes the fragrance as a rich white floral. "A courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance. The garden is as beautiful as women are; colorful, wild, diverse, where there is everything.” That sums it up nicely. We think this is going to be the 'it' scent for summer. Much like Gucci Rush went it hit shelves back in 1999. And while it's certainly aimed at that look-at-me #millennial girl, we believe Gucci-obsessed women of all ages will embrace this scent. For us, it slots into that category of a timeless floral - set to become a lasting classic.
Why do I like it?
The fragrance is so pretty, fresh and summer-inspired, but the packaging takes it to the next level. The mushroom pink, retro-inspired bottle appeals to my minimalist streak and the colour is so on-trend. And the short campaign film shot by Glen Luchford in New York City includes the models of the moment Dakota Johnson, Petra Collins and transgender Hari Nef. It effortlessly captures how fragrance should fit with your style and an important element in every moment of our lives.
The Gucci Bloom film campaign, directed by Glen Luchford and starring Dakota Johnson, Hari Nef and Petra Collins.
