Dakota Johnson is the face of the new Gucci Bloom perfume

Alessandro Michele is behind Gucci's new fragrance pillar

By Andrea Tim | Published: 2 May 2017

Dakota, Gucci Bloom
Photo: Gucci

The excitement around Gucci's perfumes is about to hit an all-time high. Creative director Alessandro Michele will release his first fragrance Gucci Bloom, the newest of the brand's perfume pillars.

Fronting the campaign is Dakota Johnson, whose Gucci Bloom campaign would be her first fragrance deal. In January, Dakota, model Hari Nef and photographer Petra Collins were announced as Michele's choice for the new project, teased with the hashtag #InBloom.

Gucci Bloom will officially launch in August 2017, but look out for the limited pre-sale this Wednesday on and


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