Because we all know the fashion vision of Alessandro Michele has changed the fashion industry of today... But what about his nose? Gucci Bloom is the first perfume since Michele’s appointment at the fashion house, and as you can imagine, it’s as decadent and rich as his gowns. Developed by the fragrance legend Alberto Morillas (known for creating perfume staples such as Calvin Klein CK One, Kenzo Flower and Bvlgari Omnia) under Michele’s direction, a dash of Bloom opens the garden of Eden, filled with all the flowers in the world.

Just one spritz and white jasmine, the Rangoon creeper and an Indian-grown heady tuberose are all mixed into a unique blend of sweet floral scents, perfectly reflective of Gucci’s neo-Renaissance, brocade-heavy aesthetic. Juiced into a simple, powder-pink bottle, this perfume is a one-way ticket to Alessandro Michele’s version of the Oriental Express. Imagine the notorious Mae West transported all the way into the 1970s, dressed in the best of spring/summer 2017. She’s bathing in Gucci Bloom while wearing an Alessandra Rich bejewelled turban and a pair of colour-blocked Gucci sunglasses. Her drink of choice is a strawberry daiquiri, and while on the plane to South India, the in-flight entertainment includes listening to Jefferson Airplane and watching James Bond Octopussy. As she steps out of the plane, she bears the heat with her Gucci fan and heads straight to the sandy beach with her Rosie Assoulin woven bucket bag and Salman Rushdie’s Midnight’s Children tucked inside.

Yesterday, today or tomorrow? It doesn’t really matter because Gucci Bloom’s mix of historical and contemporary takes us to an indulgent summer of love.

Shop Gucci Bloom exclusively from for £68.

Text by Dino Bonacic