The new fragrance of the Gucci Bloom story, Acqua di Fiori, is the focus of a social media campaign from the house created by female artists.
Celebrating the joy and energy of youth, the fresh and green fragrance Acqua di Fiori is about coming of age, female friendships, and the metamorphosis a girl makes into becoming a woman and her authentic self.
Ideating artworks together with texts and poetry based around these ideas, 15 female artists are featured on Gucci’s Instagram account with the hashtags #AcquadiFiori and #InBloom.
Recounting a story which is sometimes personal and intimate, the artists—from all over the world—have woven elements from the fragrance into their works, including the green herbarium print packaging, the scent’s ingredients of green galbanum and cassis buds, and the pale pink bottle.
Among the illustrations and paintings for the project: Lebanese illustrator Nour Flayhan, who explores themes of mysticism and the relationship between humans and nature; Phoebe Collings-James’s chaotic and colorful chrysalis which undergoes metamorphosis paired with poetry that captures her own transformation into a woman; Langley Fox Hemingway’s delicate faces appearing in sprays of flowers; Rome-based Emma Allegretti’s protagonist who is the subject of her own chemistry experiment; memories of London-based artist Joy Miessi’s childhood are touched on in her abstract work mixing shapes, figures and writing; and Joana Avillez’s clique of super women interact with elements of the scent.
