The Gucci Bloom fragrance campaign film is here

Dakota Johnson, Hari Nef and Petra Collins star in the campaign

By Verinia Khoo | Published: 16 Aug 2017

Video: Gucci

[Updated 16 August 2017] Gucci muses Dakota Johnson, Hari Nef and Petra Collins are as whimsical as garden nymphs in the new short film for the maison's new fragrance, Gucci Bloom. Creative director Alessandro Michele described the scent as a "rich white floral fragrance courageous scent that transports you to a vast garden filled with many flowers and plants". It also reflects the nature of women, "colourful, wild, and diverse."


After releasing an intergalactic party of sorts as its Autumn Winter 2017 campaign, Gucci has now unveiled its newest fragrance, Gucci Bloom. The scent was developed by creative director Alessandro Michele himself and brought to life by master perfumer Alberto Morillas.


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Gucci Bloom is a delicate combination of tuberose, jasmine, and Rangoon Creeper – a flower found in South India that's being used for the first time in perfumery. And to personify the dreamy white floral fragrance, Michele tapped Dakota Johnson, Hari Nef and Petra Collins to star in its campaign.

Shot by Glen Luchford, the campaign was inspired by "urbanity and how scent can be a way to travel somewhere that does not exist, that is purely imagined". Michele also claimed that the scent is a "surreal idea of wearing a garden".

Watch the campaign teaser below.

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