Beauty

Gucci Bloom story writes a new chapter with Acqua di Fiori

Gucci recruits 15 female artists from different parts of the globe to interprets the house’s new fragrance.
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Together with 15 female artists, Gucci celebrates the launch of the new Acqua di Fiori fragrance, the new addition to Alessandro Michele's Gucci Bloom family in a poetic beautiful way with a unique digital campaign.

Leading us to explore the coming of age, female friendships, and the metamorphosis a girl makes into becoming a woman, Gucci has worked with 15  female artists including Emma Allegretti and Langley to give life and story to the new scent.

Swipe the gallery below to see the series of illustrations by the artists:

From Rome-based Emma Allegretti’s witty protagonist who is the subject of her own chemistry experiments to Joana Avillez’s clique of superwomen paired with quirky quotes, we recount every intimate moment in the self-searching journey with the artists and their artworks.

Directed by Alessandro Michele and created by the master perfumer Alberto Morillas, Gucci Bloom Acqua di Fiori carries Tuberose and Jasmine blooms of its predecessor, but now added with Cassis buds and Galbanum, a bitter aromatic resin, to portray the joy and energy of youth.

The full list of artists has not been revealed, yet all the artworks will be featured on Gucci’s Instagram with the hashtags #AcquadiFiori and #InBloom, which will also be showcased on the house’s various social media platforms.

Follow @Gucci on Instagram for more!

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