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Our fave new floral fragrance, found!

Forget what you know about floral fragrances, Italian design house Gucci’s newest scent, Gucci Bloom is in a league of its own. In fact, it’s a wonderful surprise for women who don’t usually wear florals.

Just like Gucci’s creative leader, Alessandro Michele (who’s reinvigorated the brand and shaken up the fashion world since he took over in 2015), this scent is a creative masterpiece. A sophisticated bouquet of white flowers – tuberose, jasmine, lily of the valley – it gets its uniqueness from the powdery, feminine note of a red Indian flower called Rangoon Creeper, which has never been used in a fragrance before. Master perfumer, Alberto Morillas cleverly combined the ingredients in such a way that they unfold like the scent’s name.

“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,” explains Alessandro. “The garden is as beautiful as women are; colourful, wild, diverse, where there is everything.”

Check out the behind in the scenes in the making of the ad which features actress, Dakota Johnson, actress and model Hari Nef and artist Petra Collins. Then be transported to your own magical garden with a spritz of Gucci Bloom EDP 100ml (R1710).

Available now. #InBloom

Love the brand? Then get some style inspo from these fashion girls in Gucci!