15 artists have provided their unique takes on Gucci’s new fragrance for an exciting Instagram campaign


You may already have heard about Gucci’s new fragrance: Bloom Acqua Di Fiori, a spring ready scent that’s bursting with fresh florals. Blended by master perfumer Alberto Morillas under the direction of Alessandro Michele, the fragrance is designed to celebrate the authenticity, vitality and joyful energy of women. The fragrance combines notes of flowers like tuberose, jasmine and Rangoon creeper to create the smell of an imaginary garden.

We already loved the fragrance, but we also love Gucci’s novel promotional tactic. The brand has called on 15 female artists to create their own artistic representations of this new fragrance. Langley Fox Hemingway, Frances Cannon, Emma Allegretti, Joy Miessi, Joana Avillez, and Fee Greening and other artists (to be named later) were chosen from around the world for this Instagram campaign. Each of the artist has illustrated their own takes on the fragrance and the images range from sketches of the fragrance bottle to more general floral themed art. Other artists like Joanna Avillez and Emma Allegreti have chosen to focus on the women who inspired or might wear the scent.

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Gucci Bloom Acqua Di Fiori is available as a 100ml eau de toilette priced at $112 and can be purchased through Gucci.com. It is beautifully packaged in a powder pink lacquered bottle with a green Herbarium print Gucci label appliqué.

[Available at:Gucci]