The Italian luxury giant Gucci has officially unveiled its first scent created from scratch by brand’s new creative director Alessandro Michele. The new fragrance is a result of Michele’s work with master perfumer Alberto Morillas, winner of the prestigious Prix François Coty. ‘Bloom’ is an Eau de Parfum containing Arabic jasmine, tuberose, orris and Rangoon creeper. The last ingredient is an exotic 12-foot long vine sourced from India, exclusively for ‘Bloom’.

‘Bloom’ will be the first of its kind and will join Gucci’s other key franchises Guilty, Bamboo, ‘Flora’, and Gucci by Gucci. According to Edgar Hueber, the president of Coty Luxury, ‘Bloom’ is “very much inspired by Alessandro Michele himself”, which is why it will be so different from brand’s previous scents.

According to industry sources, Gucci’s fragrances are estimated to be worth over $500 million, and while Mr. Hueber has refused to give sales estimates for ‘Bloom’, he said that Coty Luxury projects ‘Bloom’ to become a ‘top 10 worldwide fragrance’.

You can pre-order ‘Bloom’ starting today at Gucci’s webstore. The fragrance will officially hit stores in August for a price of $70, $92 and $125 for 30 ml, 50 ml, and 100 ml respectively.


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