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Anjelica Huston, Jodie Turner-Smith and Florence Welch for Gucci’s ‘Bloom” Ad Campaign

Posted on September 28, 2020

The new Gucci Bloom fragrance campaign tells the story of four women living in a garden of dreams.

The protagonists are charismatic and charming women: Anjelica Huston, Florence Welch, Jodie Turner-Smith and Susie Cave, who join each other in the dream-like sequence.

Directed by award-winning photographer and director Floria Sigismondi, the film opens with Florence Welch exploring the abandoned theatres of La Scarzuola, a surrealist architectural compound built around an old Franciscan convent. As the flowers float away, the act of making a wish opens up a parallel universe. With some scenes taking inspiration from the popular French musical film ‘Peau d’Âne,’ directed by Jacques Demy, the fantasy sequence intensifies with frenetic energy as the film comes to its crescendo with a floral explosion. Bursts of petals and flowers fall from the sky and shower the four protagonists.

The campaign reveals the true heart of Bloom, offering an exploration of imagination and identity mirrored by new scent Gucci Bloom Profumo di Fiori. Encapsulated in a honey yellow toned bottle, the new fragrance heroes Tuberose blended with Jasmine Sambac Closed Buds and Jasmine Sambac Absolute. The accord is enriched by Ylang Ylang, Sandalwood and Sun Drenched Woody notes. Driving an elegant and distinctive trail, the Orris Concrete is blended with the resinous warmth of the Benzoin and softened with a sensual cloud of Musky notes.

The stop motion flower sequences in the campaign are animated by the Brothers Quay.