Top image: Gucci SS16 campaign.

Alessandro Michele has unveiled Gucci Bloom, his first fragrance for the Italian house.

Containing natural sambac jasmine, tuberose, orris and Rangoon creeper, a vine sourced from India and exclusive to Gucci Bloom, this new addition to Gucci’s fragrance roster – including Guilty, Bamboo, Flora and Gucci by Gucci – sees the acclaimed designer translate his signature aesthetic to his debut scent; combining exotic and natural tropes to create a flavour entirely Michele.

“We are now taking [an] important step forward in the alignment of our fragrance portfolio with the brand’s new aesthetic and direction. This is also the first milestone initiative under our new partnership with Coty,” said Gucci president and chief executive officer, Marco Bizzarri, to WWD.

The new fragrance addition comes in a powder pink bottle made from lacquered porcelain, packaged inside a box printed with a red-and-white toile de Jouy floral pattern — Michele’s take on a traditional Gucci motif.

Accompanying campaign imagery shot by Glen Luchford features Hari Nef, Petra Collins, and Dakota Johnson, together described as a trio of “modern women” by Gucci.

Gucci Bloom officially drops in August, 2017, however a limited stock of 1,000 bottles will be available for pre-order on Saks.com and Gucci.com on 3rd May.