Dakota Johnson in Gucci Bloom Commercial

Gucci has launched the film campaign for Bloom, the first women fragrance signed by Alesandro Michele for the label, starring the Fifty Shades of Grey actress Dakota Johnson, model Hari Nef and photographer Petra Collins.

Shot by Glen Luchford in New York City, the campaign, aiming to illustrate “a surreal idea of wearing a garden”, features the gorgeous trio, wearing Gucci florals, in various places: on a sidewalk flourishing with blooms, where they’re having a tea, in a living room overgrown with verdant plants, where they’re lounging on a sofa and in an armchair, and in a lake entangled with shimmering flowers and reeds, where they swim at dusk and enjoy a summer rain.

The soundtrack music is the 2008 single “The Rip” by English band Portishead, from their third studio album, “Third”, released in 2008.

Gucci Bloom, featuring a floral blend of jasmine and tuberose and Rangoon Creeper, a unique flower discovered in South India, is currently available for purchase at $92 for a 50ml bottle and $124 for a 100ml bottle.

Dakota Johnson was announced as the face of this new fragrance earlier this year, on May 1st.