Gucci Beauty has unveiled Florence Welch, Anjelica Huston, Susie Cave and Jodie Turner-Smith as fragrance ambassadors for the label’s new perfume.
Details of Gucci Bloom, the first perfume developed wholly under creative director Alessandro Michele, were teased earlier this week on the Gucci Beauty Instagram page. Videos were shared of four talking flowers, complete with lips and teeth, reciting poetry.
Now the women behind the lips have been unmasked; Florence, Anjelica, Susie and Jodie.
According to the brand, the four “charismatic and charming talents” will make their Bloom debuts in an upcoming campaign at La Scarzuola in Italy’s Umbria region, which will “blur the lines between two universes, revealing the true heart of Gucci Bloom with an exploration of imagination and identity”.
Italian-Canadian director Floria Sigismondi shot the advert, with snippets already shared online.
“Exploring the abandoned theatres of La Scarzuola, unveiling singer songwriter @florence Welch from @florenceandthemachine as part of the cast for the new Gucci Bloom campaign. @gucci @alessandro_michele #GucciBeauty #InBloom #FlorenceWelch,” read one caption on Gucci Beauty’s Instagram.
Another stated: “The new Gucci Bloom campaign is set in a garden of dreams at the revered La Scarzuola, a mystical landmark found deep in Italy’s Umbrian hills near Orvieto.
“Chosen by @alessandro_michele, La Scarzuola—a surrealist architectural compound built around an old Franciscan convent near Orvieto in Italy—becomes the set of a campaign for the first time.”
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