Page 141 - Marie Claire Australia (January 2020)

BEAUTY

e’re spoilt for choice when it comes
to fragrance these days. So it takes
something special to make us not
only swoon but fall head over heels “I WANTED A COURAGEOUS SCENT
Win love with a scent. Enter Gucci
Bloom, a scent that has a fan base so dedicated, THAT TRANSPORTS YOU TO A VAST
a bottle is sold twice a minute across the globe. GARDEN FILLED WITH FLOWERS”
Envisioned by Gucci’s creative director – Alessandro Michele, Gucci creative director
Alessandro Michele, the original Gucci Bloom,
which launched in 2017, was inspired by the
spirit of the women Michele designs for.
“I wanted a courageous scent that transports you the orris in Ambrosia di Fiori lends a new and FROM LEFT
to a vast garden filled with many flowers and plants,” distinctly sophisticated, satiny depth. Actresses Dakota
Johnson and Hari
says Michele. “The garden is as beautiful as women ... The other new note in this reimagined Nef, with artist Petra
colourful, wild, diverse; where there is everything.” Bloom is Damascena rose, which has been Collins, all feature
Marking the designer’s first foray into fragrance, harvested only in the early morning to get in the new ads for
Gucci Bloom.
Michele’s vision was brought to life by master the blooms at their most fresh and powerful.
perfumer Alberto Morillas – the mastermind Ambrosia di Fiori is also unique in its
behind Calvin Klein’s cult-followed CK One. Morillas composition. Morillas has done away with the
blended the original Bloom with notes of tuberose, classical perfume pyramid construction of top,
jasmine and – a fragrance first – the Rangoon creeper, heart and base notes and replaced it with an olfactory
a powdery feminine floral discovered in South India. explosion where jasmine bud, tuberose, Rangoon
One spritz of Gucci Bloom is akin to walking creeper, Damascena rose and velvety orris all come
through the most decadent and feminine garden forward in the first spritz. It’s as if you have been
you can imagine. And the campaign portrays this elegantly dropped into that heady garden of blooms.
headiness with actress Dakota Johnson, actress The strong, angled bottle, undeniably belonging
and model Hari Nef and artist Petra Collins – to the Bloom family, has been translated from its
all friends of Michele – roaming through a soft pink original into a bold red, signifying this
stunning English garden festooned with new version’s unflinchingly confident juice.
flourishing blooms, and swimming in a lake If you haven’t yet fallen for Bloom, this refined
intertwined with glittering reeds and flowers. new manifestation could well be the one to succumb
Since 2017, the Bloom family has swelled to to. But, like garden blooms, it will be fleeting.
include three new incarnations: Acqua di Fiori, Run, don’t walk.
a youthful and happy take of the original; Nettare
di Fiori, which took on a more enigmatic tone; and I N TH E B L O O M FA M I LY
now, the final chapter, a limited edition, more silky,
powerful manifestation, Ambrosia di Fiori, which
launched this month in Myer and David Jones.
PHOTOGRAPHY BY EDWARD URRUTIA; COURTESY OF GUCCI.
Born from Greek mythology, ambrosia was
thought to be the food of the gods and was believed
to give immortality to those who drank it. Once again
dreamt up by Michele and made a reality by Morillas,
the new Ambrosia di Fiori plays on this concept of a
magical nectar of the gods. Certainly there are many
Bloom fans who would agree.
With the original scent’s notes remaining
resolutely in the mix, this new version has been
intensified and emboldened with the help of two new
additions, including the velvety notes of orris. With AUGUST 2017 MARCH 2018 AUGUST 2018 NOVEMBER 2019
near-unicorn status in the fragrance world, orris’
value can be more than gold. Derived from the resin ABOVE, FROM LEFT, GUCCI Bloom EDP 100ml, $205, Bloom Acqua di
of iris plants, which only bloom in May in Tuscany, Fiori EDT 100ml, $185, Bloom Nettare di Fiori EDP 100ml, $225, and
Bloom Ambrosia di Fiori limited-edition EDP, 100ml, $225.

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