The new fragrance of the Gucci Bloom story, Acqua di Fiori, is the focus of the House’s social media campaign created by female artists, one of whom is Lebanese illustrator Nour Flayhan who explores themes of mysticism and the relationship between humans and nature.
Through this campaign, Gucci us 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 will be featured on Gucci’s Instagram account in a new digital campaign with the hashtags #AcquadiFiori and #InBloom. The original art will also be showcased on the House’s other social media platforms.
Recounting a story which is sometimes personal and intimate, the artists—from all over the world— have woven in 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.
Other artists include 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, Melbourne-based Frances Cannon’s whimsical drawings of a woman who grows with nature until she reaches the stars, 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 who interact with elements of the scent.