When Alessandro Michele took the helm as Gucci’s creative director, the shift in the luxury house was seen across the board. Gucci followers and fragrance lovers alike rejoiced as Michele created modern bottles and most importantly, updated scents for the modern Gucci women. The brand’s fifth Bloom iteration continues the ascending trajectory.

Enter “the garden of dreams,” with the latest oriental floral scent from Gucci. The Bloom fragrance family is dedicated to women flourishing expressively and individually.

Gucci partnered with actress and director Anjelica Huston, singer Florence Welch, actress Jodie Turner-Smith and designer Susie Cave as the four powerful women fronting the ethereal campaign.

The women were chosen to represent the vitality and diversity of the Gucci Bloom line. Creative Director Michele said, “The flowers have a life of their own in a world, let’s say, real but surreal. The dream of nature is a psychedelic dream, suspended in time, where Anjelica, Florence, Jodie and Susie embody four different ways of being a woman.”