Gucci Launching New Flora Fragrance Collection

Gucci Flora Garden

Photo: Facebook

The new Gucci Flora Garden.

This bud's for you? You bet.

This spring promises to be even sweeter with the April launch of five new fragrances for Gucci's Flora collection, Women's Wear Daily reports.

A softer, more romantic counterpart to the racy Gucci Guilty, the scents will be represented with an ethereal Sølve Sundsbø-lensed ad campaign fronted by Abbey Lee Kershaw in a pastel flower-embellished gown.

Just as dreamy are the G-themed names of the scents themselves: Gorgeous Gardenia, Gracious Tuberose, Glamorous Magnolia, Generous Violet, and Glorious Mandarin.

Dubbed a "sort of bouquet of scents" by creative director Frida Giannini, the flowers reference the five key blooms in a Gucci scarf designed for Princess Grace by Vittorio Accornero in the 1960s.

“It was important that each fragrance was pretty different from the other," Giannini tells WWD.

"So Gorgeous Gardenia because I wanted to underline the gorgeously feminine side of this fragrance. Glorious Mandarin because there’s a sort of euphoria in mandarin, since it’s such a sparkly fruit."

The original Flora scent was launched in 2009, but taller flaçons with pastel-hued blends and transparent caps will distinguish the new breed, which will launch in the U.K. in March before hitting the States.

Looks for the scents to retail for $70 for a 50-ml eau de toilette spray (in gardenia, tuberose, and mandarin only) and $100 for a 100-ml version.

Bring on the flower power!




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