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Gucci presents Gucci Bloom Acqua Di Fiori, his new project in social networks
The new fragrance of the Gucci Bloom line, Acqua di Fiori, is the protagonist of the House's latest social networking campaign, created by female artists. The freshness of the green fragrance Acqua di Fiori celebrates the joy and energy of youth, and symbolizes the coming of age, the female friendships and the metamorphosis that a girl experiences to become a woman and reach her true self. Around these ideas, fifteen female artists have created works accompanied by text and poetry that will be presented through the Gucci Instagram account with the hashtags #AcquadiFiori and #InBloom as part of the new digital campaign of the House. These works will also be exhibited in the other social networks of Gucci, as well as in www.acquadifiori.gucci.com, a mini-site created for the occasion. Artists - from all over the world - tell stories that sometimes have an intimate and personal character, and integrate elements of the fragrance into their works, including the box with the green Herbarium pattern, ingredients such as the galbanum and the cassis buds or the pink jar stick. Between the paintings and illustrations created for the project, it is possible to emphasize: the chaotic and colorful chrysalis of Phoebe Collings-James, that undergoes a metamorphosis along with its poetry that captures its own transformation in woman. The delicate faces of Langley Fox Hemingway on flower arrangements. The extravagant drawings of Frances Cannon - artist based in Melbourne - of a woman who grows in harmony with nature until reaching the stars. The protagonist of the work of Emma Allegretti -illustrator based in Milan-, who submits herself to a chemistry experiment. The memories of the artist Joy Miessi, based in London, which are reflected in an abstract work that combines forms, figures and text. And Joana Avillez's group of superwomen that interact with olfactory elements.
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