When Alessandro Michele, Gucci’s creative overlord and Jesus Christ’s bad-boy twin brother, calls you on your personal telephone and asks you to come “to Roma tomorrow,” what do you do? Do you decline due to a prior commitment? Do you log onto Expedia, discover that immediate flights to Roma are in fact quite expensive, and woefully send your regrets? No, you baby dummy: You go to Roma. Alessandro Michele is mixing up his new fragrance, his first for Gucci, and he wants you to help him. Buon viaggio!
This is the predicament perfumer Alberto Morillas found himself in last year. He didn’t dawdle: He went to Roma, met with Michele, and together the two created Gucci Bloom. Augmenting Gucci’s already impressive portfolio of fragrances, Bloom heralds the creative reign of Michele, who reinvented the iconic brand (and reinvigorated the fashion world) when he was appointed in January 2015. Clad in Instagram-friendly pink and very little else, Bloom is a fitting olfactory debut.
Like Gucci under Michele, the fragrance is at once classically luxurious and subversive, mixing mass appeal with indie flavor. The scent profile is a sophisticated bouquet — tuberose, jasmine sambac, lily of the valley, plus a South Indian flower called Rangoon creeper, which makes its fragrance premiere in Bloom. (You can’t actually extract the scent from a Rangoon creeper, so Morillas re-created it with a new chemical process.) It’s tough to describe Bloom secondhand — the next time I see you, I’m happy to walk you through it — but it smells something like:
Swimming in the rain with your friends while wearing evening gowns.
The sensation of being trapped inside a verdant Petra Collins photograph (fun fact: Collins stars in the campaign alongside Hari Nef and Dakota Johnson — they all presumably wear the fragrance, and now so do you, after reading this).
Alessandro Michele, I am guessing.
A garden party at a modern-art museum just outside of Manhattan, where you can be found drinking your third Negroni, laughing amongst a small group of strangers, your social anxiety melting away with each minute (and Negroni). A$AP Rocky and Lana del Rey walk by and park themselves feet from you, and although you chicken out of saying hello, one of your new friends musters the energy to ask for a photo. She gets it! And you get the story, which you’ll incorporate into a review of the fragrance a few months later. Every time you take a whiff, it’ll bathe you in glamour, youth, imprudence, and tuberose. Such is the power of Bloom.