– meaning ‘scent of flowers’ – the first perfume he has developed in its entirety, with the help of master perfumer Alberto Morillas. As such it’s an ebullient olfactory time machine.
While the accompanying Gucci Bloom campaign is a psychedelic blur of magnificent women – actor and director Anjelica Houston, model and designer, actor Jodie Turner-Smith and musician Florence Welch – tripping in an almost demonically magical garden, the perfume conjures something a little more buttoned-up.
“I love strong scents, the smells of nature, the fragrance of flowers,” Michele says. “For some time these types of scents fell out of fashion, but I adore them, as I adore all the things that are no longer in fashion. Because the things that were once in fashion hide a meaning. I was intrigued by the perfume of tuberose – it became the starting point for me, for Gucci Bloom. Tuberoses were the flowers that reminded me of times I would walk with my mother in the afternoons.
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