Gucci: Bloom featuring Dakota Johnson


Heart or Humor

Colorful, wild, diverse

Bringing to life the idea of Gucci Bloom, the campaign stars Dakota Johnson, Petra Collins, and Hari Nef. Directed by Glen Luchford the film was shot on location in New York. The verdant campaign set was abundant with many flowers and plants, styled to create an imaginary garden and the memory of a stroll inside of it.

The background music is the song “The Rip” by Portishead (Universal Island Records Ltd)

ALESSANDRO MICHELE, Gucci Creative Director said: “The vision of the campaign is the idea of urbanity and how scent can be a way to travel somewhere that does not exist, that is purely imagined, it’s a surreal idea of wearing a garden.”

“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; colorful, wild, diverse, where there is everything,” Alessandro Michele.



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