Bloom Eau De Parfum

Most white florals are assembled from the same short list of flowers, which is why so many of them smell like each other. Gucci Bloom starts somewhere else, with a flower that had not been used in perfumery before.

Gucci Bloom is built around Rangoon Creeper, a flower found in South India that Gucci says was being put to work in perfumery for the first time. The flower is also why the name makes sense. Rangoon Creeper opens white, darkens to pink, then goes red, and what Alberto Morillas captured is the slightly powdery floral scent it gives off across that change.

He set it against two flowers the category already knows well. The tuberose is natural, harvested in India. The jasmine arrives as a bud extract, drawn out by a co-extraction method Gucci keeps to itself, and that is the source of the fresh green, petal-like note that sits on the skin. The brief Gucci handed Morillas was a thriving garden in abundance, so all three flowers stay in the foreground rather than filing into a conventional top, heart and base.

Gucci has since run the name across four more bottles, each pulling the white bouquet somewhere else. The Eau de Toilette is a lighter reading of the original, the Eau de Parfum Intense takes moonlight as its starting point, the Parfum is gourmand and solar, and Ambrosia d'Oro is the musky, gilded one. All four came from this eau de parfum, and all four borrow the look of its vintage powder pink bottle.