When I was child I heard one phrase a lot at dinner, “Eat your greens!” I found a way to nibble around the edges of what ever was on my plate while eating the other things. It is far from an uncommon experience. Green in perfume is also a difficult sell to most consumers. If there is one significant difference between niche and mainstream it that niche is happy to go green. There are plenty of examples of well executed green mainstream releases which failed. It’s like at the mall the sales associates are trying to get people to “smell your greens!”. Which makes me interested when a brand takes another attempt at trying to break through. Gucci Bloom Acqua di Fiori is the latest to step up.
If there were “glory days” for the Gucci fragrance line it was probably between 1997-2004. Tom Ford was hands-on with creative direction in all aspects of the brand during that time. Once he left the creative direction was mostly left up to the corporate team at P&G. That resulted in what you would expect, safe crowd-pleasing releases. What has me excited about Gucci again is the new creative director Alessandro Michele also seems to share Mr. Ford’s ethic of being involved in the fragrance as well as the fashion. In Sig. Michele’s early days both Gucci Bloom and Gucci Guilty Absolute pour Femme show a new intriguing creative direction in fragrance. When I received the press materials for Bloom Acqua di Fiori I noticed that two of the more prominent green ingredients, galbanum and blackcurrant buds, were top of the ingredient list. Perfumer Alberto Morillas was going to have his hands full adding those into a transparent white flower original.
The green is right there from the beginning. Sr. Morillas pushes them to a moderate level. The overall effect is a slightly bitter sap accord. There is more strength to it overall which makes Bloom Acqua di Fiori a slightly less transparent perfume than the original. Sr. Morillas then reprises the tuberose and jasmine from the original which are similarly opaque. The new addition is lily of the valley to provide a floral with a significant green quality to connect to the top accord. It ends with a lightly woody base accord of sandalwood and white musks.
Bloom Acqua di Fiori has 10-12 hour longevity and average sillage.
I am looking forward to my next visit to my local mall so I can watch first reactions to this perfume. Sig. Michele is trying to see if a new perfume generation will “smell their greens!”. The verdict will take a year to find out. In the meantime, Sig. Michele has again signaled the corporate thought process has been removed from Gucci fragrance. He has a hold of the wheel and is going off-road; Gucci Bloom Acqua di Fiori continues that journey.
Disclosure: This review is based on a sample provided by Gucci.
The designer perfume brands naturally go through up and downs. It usually depends on how important the Creative Director thinks fragrance is to the overall brand identity they want. When that Creative Director is invested in fragrance that is when some of the greatest designer perfumes arrive along with an overall collection coherence. At Gucci it seems like Creative Director Alessandro Michele is one of those.
Gucci Spring/Summer 2018
Sig. Michele has revived the fashion side of Gucci in just over two years. It has been impressive to see as he uses vintage inspirations to add detailing to modern silhouettes. Last year’s Gucci Bloom was the first fragrance release under his oversight. That it was one of the best designer releases of 2017 showed the interest in fragrance was back. Now it is time to see where Gucci is headed on the fragrance side with the second release under Sig. Michele’s creative direction Gucci Guilty Absolute Pour Femme.
As he did with Gucci Bloom he collaborates with perfumer Alberto Morillas who also did last year’s Gucci Guilty Absolute Pour Homme prior to Sig. Michele taking over the fragrance creative direction. It allows for a real indication of where Sig. Michele is adding to the overall design. The Guilty Absolute Pour Homme rested upon a patchouli, leather, and cypress base. I wasn’t crazy about that combination. When I received the press materials and noticed that same base present I was worried. Here is where Sig. Michele’s vision comes to the fore. Also, in the press materials he says, “I wanted a blackberry note that would make you dream upon smelling it.” Right there is what makes Guilty Absolute Pour Femme excel as Sr. Morillas finds that. That dreamy blackberry is the exact counterweight needed for that base accord.
That blackberry is where we start. This is so good I think it is going to sell a lot of perfume because those who like fruity florals are going to go crazy for this blackberry. I’ve spent a lot of time examining it. I think its dreaminess comes from a judicious use of blackcurrant to keep the sweetness of the blackberry leaner. It’s not listed as an ingredient but there is something keeping the blackberry from going all jammy. What does bring that aspect out is the rose and patchouli which come next. The rose does what it usually does with berries it encounters it deepens them. The patchouli adds an earthy aspect which then adds in the leather accord and cypress from Guilty Absolute Pour Homme.
Gucci Guilty Absolute Pour Femme has 14-16 hour longevity and moderate sillage.
I can’t overstate how much better Gucci Guilty Absolute Pour Femme is compared to Guilty Absolute Pour Homme. It all comes down to the choice of Sig. Michele to insist upon a dreamy blackberry over the same base. It is clear what the influence of active creative direction can have. A simple dreamy blackberry has me dreaming for even better days ahead for Gucci fragrance.
Disclosure: This review is based on a sample provided by Gucci.
The Gucci fashion empire is amid change. Two years ago, the creative brain trust at the brand was overturned with young designer Alessandro Michele becoming the Creative Director. Of course, first on his list was to oversee the fashion aspect. Now he finally turns to the fragrance business with the first release under his creative direction; Gucci Bloom.
Alessandro Michele (Photo: Jamie Hawkesworth)
When it comes to fragrance Gucci has really never had a consistent brand identity. It doesn’t mean there haven’t been some great perfumes with Gucci on the label just nothing approaching cohesion from release to release. In many of the interviews Sig. Michele gave after being named to his post he would talk about how fashion is an emotional experience when it is at its best. I would also say that kind of attitude would be paramount in designing a perfume.
For his first fragrance Sig. Michele couldn’t have chosen a better collaborator than perfumer Alberto Morillas. When I saw the photo of the bottle which accompanied my sample I didn’t even need the prompting from the PR to think it was in #Millennial pink. Which lead me to expect a transparent floral gourmand inside that container. Imagine my surprise to find a full-throated white flower fragrance instead.
The construction of Bloom is kept very simple with it being most easily described as a tuberose and jasmine perfume. Except where nearly everyone else is going for opaque Sig. Michele and Sr. Morillas go to the opposite. There is meant to be a fragrance with presence here.
Describing this is facile. It opens with tuberose and it is the creamy, buttery version of tuberose. The indoles are here but are the only part of the white flowers which are dialed back a little bit. Not gone but not enough to provide the full-on skank you find elsewhere. The jasmine is kept just a notch below the volume of the tuberose making it a supporting note but one which has an important role to play. The final note I experience is iris which provides a powdery finishing effect. There is supposed to be a proprietary note used here for the first time called Rangoon creeper, a version of Chinese honeysuckle. If it is here it is being used so subtly I was unable to experience it as a distinct presence. Maybe when I smell it in something where it is most prominent I’ll be able to re-visit Bloom and go, “Oh, yeah now I see it.”
Bloom has 10-12 hour longevity and above average sillage.
Sig. Michele is definitely willing to allow a perfume lover’s emotion to carry the weight of how they will feel about this. It is an excellently executed white flower mainstream release. How you feel about that will probably decide your emotion when it comes to Bloom.
Disclosure: This review was based on a sample provided by Gucci.