Image: Gucci
Le Labo Santal 33, step aside ? there?s a new cool-kid perfume in town. This week, Gucci creative director and fashion deity Alessandro Michele will unveil his very first fragrance for the Italian luxury brand. Gucci Bloom will represent a marked departure from earlier Gucci fragrance franchises ? Guilty, Bamboo, Flora and the eponymous Gucci ? from both ?an olfactory and aesthetic perspective.? Alessandro Michele" Breaking convention" You don?t say.
As the name implies, Gucci Bloom has a distinctly floral scent. Created by Michele and master perfumer Alberto Morillas, the fragrance contains natural sambac jasmine, tuberose, orris and Rangoon creeper, aka Chinese honeysuckle, a vine sourced from India and exclusive to Gucci Bloom (as far as Coty Inc. perfumes go). Edgar Huber, President of Coty Luxury, says the perfume was ?very much inspired by Alessandro Michele? himself. We imagine it to be complex, heady and alluring. If packaging is the visual essence of what a perfume smells like, Bloom is distinctive but suited for everyday wear. The square-shaped, powder (#millennial) pink bottle is made from lacquered porcelain and features a minimalist white-and-black label. The box is printed with a red-and-white herbarium pattern ? Michele’s take on the traditional Gucci motif.
Gucci Bloom will be available at Gucci boutiques and Saks Fifth Avenue locations beginning in August. The smallest bottles (30 ml) will retail for $70; middling-sized bottle...