Gucci Bloom celebrates femininity in the new Acqua di Fiori social project

On the official Instagram profile of Gucci, stories, drawings, images and poems blossom, celebrating the lightheartedness, the joy and the youth of being women.

The occasion? The social campaign for the launch of the new Gucci Bloom Acqua di Fiori fragrance.

The Florentine brand has chosen 15 artists from all over the world who have been able to weave typical elements of the fragrance into their works, including the packaging with the Herbarium green print, the ingredients of the fragrance, the green galbanum and blackcurrant buds, and its pale pink bottle.

Each artist has interpreted the fragrance according to their own style, painting what it means to come of age as a female, the friendship between women and the metamorphosis that every girl goes towards becoming a woman and discovering her personality.

Among the illustrations and paintings created for the project are a colored chrysalis depicted during his metamorphosis by Phoebe Collings-James and combined with a poem about her transformation into a woman; the delicate faces of Langley Fox Hemingway peeping through the flowering branches; the fantastic drawings by Frances Cannon, in which a woman grows together with nature to reach the stars; the character created by the Roman Emma Allegretti, who acts as a guinea pig in a chemistry experiment of her own invention; the childhood memories of Joy Miessi, recalled in abstract works that combine shapes, figures and words; and Joana Avillez's superwoman's gang, who interact with the fragrance elements.