Debuting Gucci Bloom, the first women’s fragrance by Alessandro Michele. The images shot by Glen Luchford capture the transformative nature of the rich, white floral fragrance, with notes of Tuberose absolute, Jasmine bud extract and Rangoon Creeper.

Related: Harper’s Bazaar US | August 2017 Gucci Bloom in a Magical Garden

Friends of the House, representing the contemporary and diverse women of Gucci. Dakota Johnson, Hari Nef and Petra Collins star in the campaign for new women’s scent Gucci Bloom.

“The vision of the campaign is the idea of urbanity and how scent can be a way to travel somewhere that does not exist, that is purely imagined, it’s a surreal idea of wearing a garden,”

Courtesy of Gucci

The film campaign for Gucci Bloom, the first women’s scent for the House by Alessandro Michele, featuring Dakota Johnson, Hari Nef and Petra Collins and directed by Glen Luchford. 

Behind The Scenes

Shot on location in New York, the verdant campaign set was abundant with many flowers and plants, styled to create an imaginary garden and the memory of a stroll inside of it.

A Beautiful Garden

“A beautiful garden, a type of Eden. I started with this jasmine sambac from India, tuberose and musk. And Rangoon Creeper, which adds richness to Gucci Bloom.” – Alberto Morillas Master perfumer