From ELLE: Today, Gucci announced that Dakota Johnson will star in the fragrance campaign for Gucci Bloom–the first fragrance by creative director Alessandro Michele.
This is the 50 Shades star's first time being the face of a perfume. Joining her are artist Petra Collins and model Hari Nef. All three will be shot by Glen Luchford (who also shot Gucci's buzzy pre-fall campaign).
Stay tuned for the full campaign coming in August. Meanwhile, the fragrance will be available starting on May 3 at Saks.com and Gucci.com.
The Italian luxury brand will this week unveil its latest scent, Gucci Bloom, the first to be conceptualized wholly by its creative director Michele. 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.
A group of influencers — on global and local scales — will start a conversation on their social channels, which Cattaneo said will continue throughout pre-launch, during the event and post-launch periods. A corresponding campaign — featuring Dakota Johnson, actress and model Hari Nef and artist Petra Collins — will hit in August books. Directed by Glen Luchford, who brought Michele’s creative inspiration to life, the campaign was set in an “evolving surrounding” from the city to an English garden.
Following the event next week, a pre-order functionality will go live Wednesday on gucci.com and saks.com that will let consumers get their hands on Bloom three months ahead of the official launch. Only 1,000 bottles will be available on each site during the pre-sale, and once they sell out, Cattaneo said, customers will have to wait until August to purchase the eau de parfum.