gucci bloom

Anjelica Huston, Florence Welch, Jodie Turner-Smith and Susie Cave star in the latest Gucci Bloom Eau de Toilette campaign. Credit: Floria Sigismondi

Last month, Gucci revealed a new EDT in its Gucci Bloom family of fragrances – a light, radiant scent of floral and citrus in harmonious equilibrium. Directed by Floria Sigismondi, the campaign for the Gucci Bloom Eau de Toilette visualises the Gucci Bloom universe as a garden dreamscape, starring actors Anjelica Huston and Jodie Turner-Smith, singer songwriter Florence Welch, and designer Susie Cave.

The original Gucci Bloom, produced in an eau de parfum format, is Michele’s interpretation of what a signature floral scent at Gucci – under his watch – should smell like: decadent, effervescent and full of character; not unlike the maximalist-meets-romantic design sensibilities he’s brought to the brand’s ready-to-wear and accessories.

gucci bloom

The Gucci Bloom Eau de Toilette is adorned in the house’s Toile de Jouy Herbarium print of leaves, cherry branches and flowers, and framed in black – the subtly paler pink evokes the light radiance of the scent it encases.

“I wanted a rich white floral fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance. The garden is as beautiful as women are; colourful, wild, diverse, where there is everything,” he said of this venture, highlighting the transportive nature of scents.

At the heart of Gucci Bloom is the Bloom Accord. The task of concocting this highly-concentrated blend of natural ingredients was given to master perfumer Alberto Morillas who was the nose for Gucci’s other olfactory hit, Gucci Guilty Absolute.

Anchoring the Bloom accord is natural tuberose absolute from India, which has been mixed with natural jasmine absolute to impart a fresh green scent on your skin. And marking a first in perfume-making, Morillas has added the extract of the Rangoon creeper – a vine native to South India. It is the latter that gives Gucci Bloom its distinctive powdery scent.

gucci bloom

The Gucci Bloom eau de parfum medley comprises (from top) the original Gucci Bloom Eau de Parfum, the elegant Gucci Bloom Ambrosia di Fiori, and the radiant Gucci Bloom Perfumo di Fiori.

The Bloom Accord is also present in two other eau de parfum iterations of Gucci Bloom: the elegant Ambrosia di Fiori which contains notes of iris and Damascus rose as well as the rich Gucci Bloom Perfumo di Fiori which bursts with hints of sandalwood and ylang ylang.

The Gucci Bloom Eau de Toilette is also grounded by the signature Bloom Accord to give the scent a harmonious floral profile. But unlike the intensity and richness of its predecessors, this new perfume is has zingier and possesses a mild honeyed sweetness, thanks to the addition of neroli accord.

It’s the kind of scent you’d spray to be in a joyful mood – or as Gucci describes it, “bathed in the poetic opalescent light of dawn where every flower is exalted by morning dew.”

The Gucci Bloom Eau de Toilette is available in sizes of 30ml ($117), 50ml ($147), and 100ml ($198) and is stocked at Sephora and; Tangs and; Takashimaya S.C. and; BHG and; and Metro and



Take a whiff of the this new floral scent at the Gucci Bloom EDT pop-up events taking place at Sephora Ion Orchard (April 21 Apr to May 11), Tangs at Tang Plaza (June 3 to June 16) and Metro Paragon O Lobby (June 10 to June 23). Redeem a sample of the fragrance with each visit. 

Brought to you by Gucci Beauty