Gucci Bloom launches with a star-studded party

More-is-more fashion brand Gucci launches its newest perfume with a big bash. Welcome to the party, Gucci Bloom.

Gucci’s runway has been the stuff of our excess-obsessed tactile explosion dreams of late—in a good way. So we were very excited when a new fragrance was announced. The scent, Gucci Bloom, is the first woman’s fragrance under the creative direction of Alessandro Michele who joined the brand in 2015.

To celebrate, a private event was thrown at MoMA PS1 in New York earlier this week, and the space was transformed into an explosive garden. Roses, jasmine, wisteria and peonies perfumed the landscape, alongside colourful birds and retro birdcages.

The event was attended by Michele together with the three faces of Gucci Bloom: actor Dakota Johnson, photographer Petra Collins and model Hari Nef, each decked out in their Gucci finest. DJ Juliana Huxtable provided the music and there was a live performance by Goldfrapp. Other attendees? Lana Del Rey, Sean Lennon, A$AP Rocky and more.

The fragrance

Gucci Bloom is (obviously) a floral scent. Reportedly, it will feature white flowers like jasmine and tuberose combined with orris root. New to the fragrance world? A new accord of Chinese honeysuckle (also known as Rangoon creeper), a vine with red flowers native to India—and apparently exclusive to this new Gucci scent.

Alberto Morillas lends his perfumer expertise to the scent, and the bottle is simple and minimalist in contrast to the brand’s maximalist runway presence. A simple rectangle bottle in a peachy-beige hue with sleek font. The packaging has a floral motif: modern and refined.

Look for Gucci Bloom to hit perfume shelves in August, 2017.

And… if you, like us, wanted to know more about Alessandro Michele, take a look at this great video.