Gucci dedicated Gucci Bloom Intense to moonlight

Gucci continues the successful Gucci Bloom collection with a new edition. The 2023 release with the Intense suffix is a more saturated version of the classic fragrance. "An enchanting floral, inspired by the magnetic force of moonlight, it encourages everyone to reveal their true essence," the brand's press release emphasizes.

The rich floral fragrance was created by master perfumer Alberto Morillas and smells divine. Jasmine extract is combined with strawberry and green shades of tuberose. They are accompanied by mandarin, pear, ginger and orange blossom. The base notes are coconut and musk.

In January 2023, the Gucci house appointed Sabato De Sarno as its new creative director, putting an end to months of speculation about who would take on one of fashion's most coveted roles. He replaced Alessandro Michele, who left the fashion brand in November last year. It should be noted that Michele oversaw not only fashion collections, but also Gucci Beauty and the fashion house's fragrance division. Gucci Bloom Intense was the last release of the brand produced under the leadership of Alessandro.

Michele, who worked at Gucci since 2015, radically changed the brand's style and departed from Tom Ford's aesthetics. He drew the world's attention back to Gucci's clothing. The new values of the brand became a combination of the unusual and traditional, blurring gender boundaries, interpreting all kinds of art in the language of fabrics, lines, silhouettes and images, a new Baroque for freaky intellectuals, but the main value is self-irony.

In Gucci's perfumery, Michele also brought his style. One of the most iconic fragrances is Bloom by Alberto Morillas. It follows the perfumery trends of 2017 without the intellectual complexity characteristic of Michele's work.

Both show business stars and underground icons took part in Gucci Bloom's advertising campaigns. For example, one of the early campaigns featured actress Dakota Johnson, transgender actress and model Hari Nef, and photographer Petra Collins. The #InBloom campaign, directed by Floria Sigismondi, starred actresses Anjelica Huston and Jodie Turner-Smith, designer Susie Cave, and Florence and the Machine vocalist Florence Welch. The main characters wander through the abandoned buildings of the La Scarzuola garden to the song "Fade Into You" by Mazzy Star, make wishes and are transported to parallel worlds where they are showered with rain made of flowers and petals.