Gucci Bloom – Acqua di fiori è il nuovo profumo di Gucci uscito quest’anno in primavera, il secondo inventato dal direttore creativo Alessandro Michele. Sa di gelsomino, tuberose, boccioli di ribes – è quindi molto delicato e fresco – e ha una boccetta con un’immagine vegetale incorniciata da rosa pallido. È destinato soprattutto alle ragazze e per questo è stato promosso con una campagna su Instagram fatta da 15 illustratrici da tutto il mondo.
Gucci ha chiesto loro di tradurre in immagini il profumo, che ruota attorno all’idea della prima adolescenza, delle amicizie di quegli anni e dei tentativi di capire sé stessi. Le illustratrici si sono generalmente ispirate ai temi estetici della boccetta, declinandoli nel loro stile e con la loro esperienza di quegli anni. Tra le più conosciute ci sono Phoebe Collings-James con i suoi acquerelli, la tatuatrice francese Frances Cannon, la kuwaitiana Nouri Flayhan, l’italiana Emma Allegretti, la londinese Joy Miessi e la newyorkese Joana Avillez. Gucci ha successo anche grazie alle sue strategie di comunicazione, soprattutto su Instagram, dove riesce a raggiungere i più giovani e creare un mondo affascinante con cui identificarsi.
"And so they danced beneath the leaves, with the butterflies and the bees…" Women creatives and writers explore the themes behind new fragrance Gucci Bloom #AcquaDiFiori. The project debuts with London-based @feegreening with her series of designs that capture the idea of transformation and friendship. Her mythological creatures are playing amongst the budding plants until they themselves become #InBloom. Discover the fragrance through link in bio. #AlessandroMichele
“I wanted each little character to have something special about them: maybe the smile, or the coat—something that they have to share,” New York-based @joanaavillez for Gucci Bloom #AcquaDiFiori in her idea that shows the fragrance’s green Herbarium print packaging and ingredients of green galbanum and cassis buds adorning her quirky women. Discover the new fragrance through link in bio. #InBloom #AlessandroMichele
A life lesson in ‘How to Bloom’. Rome-based Emma Allegretti @allegrettiregretti illustrates relatable women. Her insecure character wants to be like everyone else so she concocts a #AcquaDiFiori potion. She transforms, only to realize her own self is unique and beautiful. Discover the fragrance through link in bio. #InBloom #AlessandroMichele
“En moi s'enlacent plusieurs corps, toutes sortes d'histoires. Je suis l'enfant, la voyageuse, le cygne de l'étang. Une fleur qui migre, un chat botté. Le rire intense de femmes révoltées. Derrière moi se tiennent magnifiques mes amies mes sœurs, nous sommes les louves, nous sommes la forêt.” @coquelicotmafille’s short story of moments bound together by a poem for Gucci Bloom #AcquaDiFiori. The French-Italian artist dips into multiple mediums to create her work—including embroidery, writing, painting on canvas and on urban walls. #InBloom #AlessandroMichele “Many bodies and many different stories are entwined in me. I am the child, the traveler, the swan of the pond. A flower that migrates, a cat 'n boots. The intense laughter of women in rebellion. Behind me stand the magnificents, my friends my sisters. We are the wolves, we are the forest.”
“When you’re alone with your best friend… so you can finally reveal your true self” @pollynor’s work for Gucci Bloom #AcquaDiFiori is inspired by conversations between friends but also represents how it feels to be a woman today. “This set of illustrations is inspired by my own friendships and the open, honest and often mischievous conversations we share when we’re alone together" #PollyNor #InBloom #AlessandroMichele Discover the fragrance through the link in bio.
“I am a constellation of stars,” one of the lines from Melbourne-based @frances_cannon’s portfolio of images and text, imagining a woman who discovers the untamed beauty of life by embracing nature and herself fully for Gucci Bloom #AcquaDiFiori. #InBloom #AlessandroMichele
Discover the fragrance through the link in bio.
London-based @joymiessi translates moments, conversations, feelings and intimate thoughts into reflective visual pieces combining words with abstract imagery. For Gucci Bloom #AcquaDiFiori she was inspired by her favorite park Hampstead Heath—each work tells a story of herself and her friends there. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
Gucci Bloom #AcquaDiFiori ingredients are interpreted by artist @langleyfox in her photorealistic pencil drawings. Faces can be found hiding in a drawing of the fragrance’s note, cassis buds, representing the fragrance's theme of coming of age and the feelings of apprehension it stirs. “My relationship with nature has always kept me feeling rooted and without purposely highlighting it, I think there’s a string connecting each piece to nature with a delicate feminine touch,” Langley Fox. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
“And it was time to discover herself, through other lands, and floral friends. She drew women around her, first quickly, then more slowly, catching their scent. Her work was changing, as was she.” Personal female friendships and coming of age themes course through @amber_vittoria’s pieces for Gucci Bloom #AcquaDiFiori. They depict meeting inspirational women and learning from one another throughout life. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
“As my limbs began to multiply I soon towered over. Lips pressed. Tears burned my ears. My soul pounding. Before I knew it, I was here.” Artist Phoebe Collings-James @phoebethegorgon creates a story of metamorphosis which captures her own transformation into a woman for Gucci Bloom #AcquaDiFiori. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
“Together we rise from the waters, together we bloom, together we make the most beautiful field of flowers.” Reflecting her origins and her love for the power of nature and its creatures, Lebanese illustrator @nouriflayhan explores themes of mysticism and the relationship between humans and nature for Gucci Bloom #AcquaDiFiori. Her art’s trademark style features sketch-like pencil and pen motifs of women often accompanied with lyrical words. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
Artist, graphic designer and creative director @franceswilks’ pieces are inspired by her loved ones and the times they have shared. For Gucci Bloom #AcquaDiFiori she drew from her own experiences, memories and trips from the past. "It was important for me to convey the message that life is an adventure largely of your own creation, and inspire people to create their own story." #InBloom #AlessandroMichele Discover the fragrance through link in bio.
“In my dream you are delightfully suspicious of my words. You believe not in the flowers in which I try to color them but instead in my hand grabbing yours back and I really believe in how although I never really smile you still know when I am happy.” An excerpt of work by @rowanblanchard, inspired by a portrait taken by @alia_pop surrounded by sprays of cassis buds, a note of Gucci Bloom #AcquaDiFiori. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
Inspired by antique botany drawings of the plants which are ingredients of Gucci Bloom #AcquaDiFiori, @verenasmit imagines them connecting with the romantic atmosphere of Gucci. "For me, written poetry and images have the same kind of dynamics, of telling something that is not always there." #InBloom #AlessandroMichele Discover the fragrance through link in bio.
A story of a peculiar flower that never liked water but after a downpour, she slowly began to grow and understand the meaning of spring. @phannapast conveys the Gucci Bloom #AcquaDiFiori idea of transformation, showing you never feel alone if you are able to appreciate your surroundings. #InBloom. #AlessandroMichele Discover the fragrance through link in bio.