Coty has revealed Profumo di Fiori, the latest fragrance chapter in the Gucci Bloom collection. The new fragrance is available in four sizes: 4ml, 30ml, 50ml and 100ml. It is now available in worldwide travel retail.
Gucci Bloom Profumo di Fiori was blended by Master Perfumer Alberto Morillas and highlights the freshness, floral quality and depth of Tuberose. It offers a contemporary twist to the first scent in the range, Gucci Bloom Eau de Parfum.
Profumo di Fiori offers a blend of Tuberose Essence heart notes, with Jasmine Sambac Absolute and Ylang Ylang flower top notes, balanced by a warm musky blend of Sandalwood, Oris Concrete and Benzoin notes as its base.
The Gucci Bloom Profumo di Fiori flaçon was inspired by the luminous olfactory structure of the fragrance itself and features a honey yellow-toned lacquered bottle.
It has the same square-shaped and black framing of the other bottles in the Gucci Bloom collection. The outer packaging is crafted in a Toile de Jouy Herbarium House print of leaves, cherry branches and flowers framed in black.
Gucci has partnered with actress and director Anjelica Huston, singer Florence Welch, actress Jodie Turner-Smith and designer Susie Cave as the four powerful contemporary women fronting the ethereal campaign.
According to Gucci Creative Director Alessandro Michele, the four women were chosen to represent the vitality and diversity of the Gucci Bloom fragrance line. He said, “In the campaign, the flowers live a life of their own in a world, let’s say, real but surreal. 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.
“They go through a ritual of flowers like vestals, with Floria Sigismondi being a sort of priestess behind the camera. Even shooting the campaign itself, was like magic in magic.”
The dream-like campaign film was directed by award-winning Photographer and Director Floria Sigismondi. It tells the story of the four women living in a ‘garden of dreams’ and opens with Florence Welch entering the the ruins of La Scarzuola, an abandoned surrealist theatre set in the Umbrian countryside.
The other women are slowly introduced exploring the La Scarzuola, each one finding a wishing well, picking flowers and throwing them into the water. According to the brand owner, the campaign represents an exploration of imagination and identity.
Commenting on the campaign Michele said: “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. This world is a hallucination of flower power featuring women that are like priestesses. It is a world where time is replaced by fascination and magic, representing the perfume itself.”
