Gucci Celebrates the Female Coming-of-Age with an Illustrated Campaign
Gucci has connected with 15 talented female illustrators to create the brand's new campaign for the Acqua di Fiori fragrance. The Gucci Bloom Acqua di Fiori fragrance is the second women’s perfume from the brand's creative director Alessandro Michele.
These illustrators created work that focused on themes of friendship, coming of age and femininity. Each artist was meant to bring something different and meaningful to the campaign to help embody what this fragrance means to young women.
This group of female artists from the UK, France, Kuwait, Italy, New York and more all have their own distinct style, and this is what makes the campaign so unique.
Among those commissioned is London-based artist Joy Miessi, whose designs have given her gigs with notable brands like Tate Modern and Vogue. On the other hand, Polly Nor’s designs see two relatable young female friends dressed in Gucci, transforming into her signature demon caricature with the caption “when you’re alone with your best friend…”
Take a look at the coming-of-age campaign.
"And so they danced beneath the leaves, with the butterflies and the bees…" Women creatives and writers explore the themes behind new fragrance Gucci Bloom #AcquaDiFiori. The project debuts with London-based @feegreening with her series of designs that capture the idea of transformation and friendship. Her mythological creatures are playing amongst the budding plants until they themselves become #InBloom. Discover the fragrance through link in bio. #AlessandroMichele
“I wanted each little character to have something special about them: maybe the smile, or the coat—something that they have to share,” New York-based @joanaavillez for Gucci Bloom #AcquaDiFiori in her idea that shows the fragrance’s green Herbarium print packaging and ingredients of green galbanum and cassis buds adorning her quirky women. Discover the new fragrance through link in bio. #InBloom #AlessandroMichele
“En moi s'enlacent plusieurs corps, toutes sortes d'histoires. Je suis l'enfant, la voyageuse, le cygne de l'étang. Une fleur qui migre, un chat botté. Le rire intense de femmes révoltées. Derrière moi se tiennent magnifiques mes amies mes sœurs, nous sommes les louves, nous sommes la forêt.” @coquelicotmafille’s short story of moments bound together by a poem for Gucci Bloom #AcquaDiFiori. The French-Italian artist dips into multiple mediums to create her work—including embroidery, writing, painting on canvas and on urban walls. #InBloom #AlessandroMichele “Many bodies and many different stories are entwined in me. I am the child, the traveler, the swan of the pond. A flower that migrates, a cat 'n boots. The intense laughter of women in rebellion. Behind me stand the magnificents, my friends my sisters. We are the wolves, we are the forest.”
“When you’re alone with your best friend… so you can finally reveal your true self” @pollynor’s work for Gucci Bloom #AcquaDiFiori is inspired by conversations between friends but also represents how it feels to be a woman today. “This set of illustrations is inspired by my own friendships and the open, honest and often mischievous conversations we share when we’re alone together" #PollyNor #InBloom #AlessandroMichele Discover the fragrance through the link in bio.
“I am a constellation of stars,” one of the lines from Melbourne-based @frances_cannon’s portfolio of images and text, imagining a woman who discovers the untamed beauty of life by embracing nature and herself fully for Gucci Bloom #AcquaDiFiori. #InBloom #AlessandroMichele Discover the fragrance through the link in bio.
London-based @joymiessi translates moments, conversations, feelings and intimate thoughts into reflective visual pieces combining words with abstract imagery. For Gucci Bloom #AcquaDiFiori she was inspired by her favorite park Hampstead Heath—each work tells a story of herself and her friends there. #InBloom #AlessandroMichele Discover the fragrance through link in bio.
Gucci Bloom #AcquaDiFiori ingredients are interpreted by artist @langleyfox in her photorealistic pencil drawings. Faces can be found hiding in a drawing of the fragrance’s note, cassis buds, representing the fragrance's theme of coming of age and the feelings of apprehension it stirs. “My relationship with nature has always kept me feeling rooted and without purposely highlighting it, I think there’s a string connecting each piece to nature with a delicate feminine touch,” Langley Fox. #InBloom #AlessandroMichele Discover the fragrance through link in bio.