White florals seem to be back in vogue these days. Recent major launches that come immediately to my mind such as Twilly d’Hermès (2017) and Gabrielle (Chanel, 2017) were infused with such notes. With such popularity, it is easy to feel jaded of white florals. But, Bloom (Gucci, 2017), the latest launch by Gucci, makes for an exception; its vibrant interpretation breathes life into the white floral accord and makes it memorable.
Alessandro Michele, creative director of Gucci, wanted a rich white floral fragrance that transports one to a thriving garden, and Bloom superbly captures that spirit. At first, it offers the promised offering of a creamy white floral set in a lush green garden. The initial green stem suggestion is followed by sweet creamy notes of tuberose and jasmine, with a hint of bright lily of the valley. However, this seemingly simple pairing of green garden and white floral belies the creative streak of perfumer Alberto Morillas, who crafted Bloom. Look underneath and one finds a rose juxtaposed to the rich white floral, lending a bright effect to lighten the creamy heft. Perhaps this effect is what the marketing at Gucci refers to Rangoon Creeper whose flowers turn from white to red as they open. And as Bloom develops, the white floral accord is also accompanied by the green contrast, which morphs from stem to fruity, musky pear. In the dry down, its creamy floral segues into powdery vanilla and musk.
Bloom offers a white floral garden with a vibrant surprise. Its floral is sensual yet possesses a radiant effect, and that makes for a highlight. While those of us lusting after a take-no-prisoner white floral will have to look elsewhere, the restrained character of Bloom makes it versatile and will suit just about any occasion and time. If you want to enjoy a daydream about a fantasy garden, a spritz of Bloom will suffice.