The Jakarta Post
Gucci creative director Alessandro Michele acknowledges the audience at the end of the women's Fall/Winter 2018/2019 collection fashion show by Gucci in Milan, Italy, on February 21 (AFP/Filippo Monteforte)
Inspired by an imaginary garden, master perfumer Alberto Morillas started to create the new Gucci Bloom Acqua di Fiori under the direction of the house’s creative director, Alessandro Michele.
As for the director himself, this is his women’s fragrance debut.
“I wanted a rich white floral fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants. The garden is as beautiful as women are; colorful, wild, diverse, where there is everything,” said Alessandro in a statement.
The master perfumer interpreted this with jasmine sambac from India, tuberose and musk. And to add richness to the fragrance, his choice was the Rangoon creeper.
To coincide with the release of the new fragrance, Gucci has launched a campaign involving 15 female artists from around the world.
According to elle.com, as our sense of smell is known to trigger memories and emotions in a way other senses do not, Gucci is tapping into this experience by calling on the artists to create interpretations of the Bloom Acqua di Flori.
Seen today on Gucci’s official Instagram account are the works of 12 artists.
Fee Greening, a London based artist and illustrator presents a series of designs that capture the idea of transformation and friendship. She drew mythological creatures playing among the budding plants until they come into bloom.
"And so they danced beneath the leaves, with the butterflies and the bees…" Women creatives and writers explore the themes behind new fragrance Gucci Bloom #AcquaDiFiori. The project debuts with London-based @feegreening with her series of designs that capture the idea of transformation and friendship. Her mythological creatures are playing amongst the budding plants until they themselves become #InBloom. Discover the fragrance through link in bio. #AlessandroMichele
Greening’s depiction seems in line with the perfume’s video campaign starring actress Dakota Johnson, artist/model/director Petra Collins, and actress/model/writer Hari Nef.
Meanwhile, French-Italian artist Coquelicot Marilee created a multimedia work comprising embroidery, writing, painting on canvas and on urban walls.
“En moi s'enlacent plusieurs corps, toutes sortes d'histoires. Je suis l'enfant, la voyageuse, le cygne de l'étang. Une fleur qui migre, un chat botté. Le rire intense de femmes révoltées. Derrière moi se tiennent magnifiques mes amies mes sœurs, nous sommes les louves, nous sommes la forêt.” @coquelicotmafille’s short story of moments bound together by a poem for Gucci Bloom #AcquaDiFiori. The French-Italian artist dips into multiple mediums to create her work—including embroidery, writing, painting on canvas and on urban walls. #InBloom #AlessandroMichele “Many bodies and many different stories are entwined in me. I am the child, the traveler, the swan of the pond. A flower that migrates, a cat 'n boots. The intense laughter of women in rebellion. Behind me stand the magnificents, my friends my sisters. We are the wolves, we are the forest.”
Other artists whose work are displayed on Gucci’s social media today include Langley Fox Hemingway, Amber Vittoria, Phoebe Collings-James, Nouri Flayhan, and Frances Wilks. (ely/mut)