Gucci Debuts New Fragrance ‘Bloom’ With Fête At MOMA PS1

Gucci has announced the debut a new perfume called Bloom, the first made under the direction of turnaround-king Alessandro Michele. Packaged in a simple, rectangular, mauve container, the new scent speaks to the designer’s appreciation for flowers.

“I wanted a green fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance,” said Michele speaking on the perfume. “The garden is as beautiful as women are: colorful, wild, diverse, where there is everything.

Gucci celebrated the announcement with a party held last night (May 2, 2017) at MoMA’s PS1 location in Queens, an event attended by photographer Petra Collins (who has shot for the label), musician Allison Goldfrapp who performed, plus actors Hari Nef and Dakota Johnson, both of home are faces of the scent. Johnson was also Michele’s date for Vogue’s Met Gala.

Bloom is now available for pre-order in two sizes, 50 mil ($92) and 100 mil ($124). For more info visit

Check out some of the images via the event below. Image above via Michele’s Instagram.

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