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Gucci Bloom
courtesy of Gucci

Go behind-the-scenes with Florence Welch and Jodie Turner-Smith for Gucci


TextAlex Peters

Anjelica Huston and Susie Cave also star in the new Gucci Bloom Profumo di Fiori campaign

Imagine a matriarchal society living within an ancient magical garden presided over by high priestesses Anjelica Huston, Florence Welch, Jodie Turner-Smith, and Susie Cave soundtracked to Mazzy Star. Paradise? Or just the world of the new campaign for Gucci fragrance Bloom Profumo di Fiori.

Following on from the success of Gucci Bloom Eau de Parfum, the house’s first fragrance developed wholly under Alessandro Michele’s vision, Bloom Profumo di Fiori is the latest addition to the Bloom family. Created by Michele and master perfumer Alberto Morillas, Profumo di Fiori embodies the same rich creamy scent of tuberose found in the original fragrance with notes of jasmine, ylang ylang, and sandalwood unfurling to create a garden of floral dreams.

“Perfume is like a spell, and the women wearing it put a spell on the world,” says Michele. “Flowers, in this case, mediate this spell, and Gucci Bloom Profumo di Fiori is a powerful conversation with them. It is intense, it really enters the world of nature.”

Accompanying the fragrance is a campaign featuring Huston, Welch, Turner-Smith, and Cave as they are transformed into dreamy goddesses ruling over a mysterious enchanted garden. Directed by Floria Sigismondi, the film is set amongst the abandoned theatres of La Scarzuola, a surrealist architectural compound built around an old Franciscan convent. It’s a land full of fantasy and ceremony, where flowers blossom in front of your eyes and wishing wells open up parallel realms.

“When I reimagined the new Gucci Bloom campaign, I started from the mystic world of female sensibility, and how it is connected with the idea of nature,” says Michele. “The dream of nature is a psychedelic dream, suspended in time, where Anjelica, Florence, Jodie and Susie embody four different ways of being a woman.”

See the gallery above for a look behind-the-scenes of the new campaign. 

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