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May 3, 2017

It didn’t take long for the designer to release his own scent in the house of Gucci. Michele has finally launched the scent: Gucci Bloom. Gucci Bloom marks the establishment of a new pillar in the brand’s lineup, joining key franchises Guilty, Bamboo, Flora and Gucci by Gucci.

Michele worked with master perfumer Alberto Morillas to create the eau de parfum, which contains natural sambac jasmine, tuberose, orris and Rangoon creeper, an ingredient sourced from India and exclusive to Gucci Bloom. Bloom hits counters in August, where a 30 ml., 50 ml. and 100 ml. sizes will retail for $70, $92 and $125, respectively.

The bottle — square shaped and vintage powder pink — is fashioned from lacquered porcelain with a minimalist white-and-black label. Outer packaging is printed with an herbarium pattern, comprised of a red-and-white toile de Jouy house print of leaves, a traditional Gucci motif reinterpreted by Michele. The campaign stars feature actress Dakota Johnson, model and actress Hari Nef and artist Petra Collins, with the direction of Gucci favorite Glen Luchford.

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