Gucci Bloom creates a floral paradise in Harrods

Shoppers in the department store will be able to discover a luxury garden and exclusively buy the new Gucci Bloom fragrance ahead of the UK

Gucci has found its green fingers for a new collaboration with Harrods this month.

For the whole of August, Gucci has created a not-so secret garden by taking over windows, display areas and digital channels, making the late-Victorian emporium abundant with flora and fauna.

The retail partnership is to promote the Coty-owned brand’s latest fragrance Gucci Bloom.

From 1 July, Harrods customers can exclusively purchase the perfume from the Beauty Hall and will launch nationwide 1 September.

Gucci’s Creative Director Alessandro Michele created Gucci Bloom, his first women’s fragrance for the fashion house, that was first unveiled at a private party in New York in May.

A blossoming fragrance

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“I wanted a rich white floral fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance,” said Alessandro Michele.

“The garden is as beautiful as women are; colorful, wild, diverse, where there is everything. Gucci Bloom smells of this garden in order to travel to a place that is not there.”

The faces of the new fragrance are actress Dakota Johnson, artist Petra Collins and actress and model Hari Nef.

The ambassadors will appear in the print advertising visuals in Harrods, revealed for the first-time on this occasion and presented as backdrops to some of the windows.

The Gucci Bloom fragrance will also showcased on round lacquered tables inside the windows.