Why Gucci’s Latest Fragrance ‘Bloom’ Has Quickly Become Our Favourite Scent

There's something so powerful about a scent. While it may seem like magic, it comes down to science -- our olfactory senses are the ones most closely linked to memory, so a simple whiff of a flower, scented candle or perfume can instantly transport you to your first encounter or memory of that smell. (But when your heart goes all a-flutter when you catch a scent of his cologne? That's magic and biology combined...)

A fearlessly feminine fragrance created and designed for the first time by Gucci's Creative Director Alessandro Michele, this uplifting floral scent blooms forth with the most carefully chosen ingredients: tuberose, jasmine and Rangoon Creeper. If the last flower doesn't ring a bell, it's a rare species from South India that's being used in perfumery for the first time. As it matures it changes colour from a pale pink to a dark red, signifying the intensity of its scent heightening.

Crafted by Michele in collaboration with famed perfumer Alberto Morillas and inspired by the multi-faceted nature of women. Gucci Bloom also smells more than just a scent -- it translates to an adventure of its own that celebrates the modern young woman. Encased in a beautiful, minimalistic bottle, you're sure to love the sweet, floral-powdery scent that's feminine and captivating.

We've asked around, and this is what people love about the fragrance worth splurging on this month.

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wild flower 


“With just first one whiff, I thought that the scent of Gucci Bloom was super refreshing. They say scent transports you, right? It’s like going on vacation to where it’s Spring all year long! It’s great for a night out for when you really want to make that first impression. But I love using it on days I need that little confidence boost.”
— christine chow

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