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Fifteen female artists tell the story of new Gucci fragrance
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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)
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nspired 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.
Read also: What’s on the menu at Gucci’s new cafe by star chef Massimo Bottura
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.
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.
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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)
