Alessandro Michele’s First Gucci Fragrance Is Basically Cool in a Bottle

Gucci Bloom fragrance

Image: Gucci

Le Labo Santal 33, step aside — there’s a new cool-kid perfume in town. This week, Gucci creative director and fashion deity Alessandro Michele will unveil his very first fragrance for the Italian luxury brand. Gucci Bloom will represent a marked departure from earlier Gucci fragrance franchises — Guilty, Bamboo, Flora and the eponymous Gucci — from both “an olfactory and aesthetic perspective.” Alessandro Michele? Breaking convention? You don’t say.

As the name implies, Gucci Bloom has a distinctly floral scent. Created by Michele and master perfumer Alberto Morillas, the fragrance contains natural sambac jasmine, tuberose, orris and Rangoon creeper, aka Chinese honeysuckle, a vine sourced from India and exclusive to Gucci Bloom (as far as Coty Inc. perfumes go). Edgar Huber, President of Coty Luxury, says the perfume was “very much inspired by Alessandro Michele” himself. We imagine it to be complex, heady and alluring.

If packaging is the visual essence of what a perfume smells like, Bloom is distinctive but suited for everyday wear. The square-shaped, powder (#millennial) pink bottle is made from lacquered porcelain and features a minimalist white-and-black label. The box is printed with a red-and-white herbarium pattern — Michele’s take on the traditional Gucci motif.

Gucci Bloom will be available at Gucci boutiques and Saks Fifth Avenue locations beginning in August. The smallest bottles (30 ml) will retail for $70; middling-sized bottles (50 ml) for $92; the largest (100 ml) will go for $125. Those dying to get their hands on what’s sure to become the most ubiquitous scent in fashion can head over to the Gucci and Saks e-commerce sites this Wednesday for a limited pre-sale. Each retailer will stock 1,000 bottles of the cool potion. No word yet as to what time the sale starts.

Adding to Gucci Bloom’s astronomical cool-factor, the corresponding campaign imagery (also launching in August) will star Dakota Johnson, transgender actress and model Hari Nef and multidisciplinary artist Petra Collins.

[ via WWD ]