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Gucci Celebrates Release of Alessandro Michele's first fragrance "In Bloom" with a star-studded takeover of PS1
Flowers and stars were out in force to celebrate Alessandro Michele’s first fragrance launch for Gucci, called "In Bloom". PS1 was transformed into a lush and luxurious garden for the occasion, which was attended by a litany of the famous and fabulous: Hari Nef, Petra Collins and Dakota Johnson, LCD Soundsystem, and the cover-star of or forthcoming issue, Lana Del Rey. Smooth tunes were supplied by Goldfrapp, who was introduced as “music you most likely had sex to”. All left refreshed and florally enlivened, the scent of "In Bloom" wafting into the warm Spring air. See the sights in the gallery below.
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853723473-1N49B9RK4FK33A89JMKS/A%24AP+Rocky+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853721451-HFMHK719JDAZAVIG6M4G/A%24AP+Rocky%2C+Juliana+Huxtable+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853734769-ALPZ3ZDLQ1O3N6AK57LV/Alessandro+Michele+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853746908-WQWTNRYXR1EXD0QE4U53/Alison+Goldfrapp+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853749265-NEV2EM51EY0FL7T9MN46/Briana+Lance+-+Gucci+Bloom+Launch+Event.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853759092-LAPS93F13YA74IQ9M5UU/Carlotta+Kohl+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853762899-78RKW7WLT2LNHD0T7W7N/Chloe+Wise+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853772425-RZNAF97HPU9BKP6F1THO/Cipriana+Quann%2C+TK+Quann+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853787670-46ZQ2BAU1LVJNLA4H5DF/Cleo+Wade+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853789808-AOXIO3G762B745FEZEOF/Cleo+Wade+at+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853800284-C7MF10PP8YOF1B798114/Cleo+Wade%2C+Soko%2C+Hari+Nef+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853812669-FKFPGT49IC1W5AB82G7T/Dakota+Johnson+at+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853815784-3T86T03OMBFYZHVMCY1K/Daniel+Lonnstrom+%26+Chloe+Wise+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853823184-BU6JZ7W8F6CCWU5PBI7N/DJ+Juliana+Huxtable+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853829154-XLKHYPM5TE0BOR00P8TK/Eric+Buterbaugh+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853836024-BA2ILGO69RVKSY1QSOFZ/Glen+Luchford+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853861015-65O7D30Q50OMT95HAK64/Goldfrapp+-+Gucci+Bloom+Fragrance+Launch+%286%29.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853868872-8XDR4PPXV5IAVMTQ2GEA/Goldfrapp+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853874178-I8XPTEET4GPDQ4MNTLEP/Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853881014-GSUXI6A5IEZZTZ7PA7WB/Hari+Nef+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853885905-XR4PBTDTIRM1RO5QL42W/Hari+Nef+%26+Odessa+Young+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853888764-PSCUVGI6OJAKT80FOP9M/Hari+Nef%2C+Alessandro+Michele%2C+Petra+Collins+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853899398-YJ68YP78TSUAAZ11DOR4/India+Salvor+Menuez+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853899611-2I2BD11HZHHW6ZZCW55T/Jazmin+Grimaldi%2C+Ian+Mellencamp+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853911702-54VYGK2VWK3ZD0N4ZHNR/Jiajia+Fei+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853912356-TJ75DZH1MFDRNZ384YQE/Jonah+Reider+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853925307-2L9MH1OCJO540TF06GKL/Lana+Del+Rey+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853924077-F25H4Y2VKCITZ56RV123/Lana+Del+Rey+%26++A%24AP+Rocky+at+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853936566-4Y2ETFY53PQXTN4LTU2N/Laura+Love+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853938533-EXSVNVTP9LP1APFFZD22/Maggie+Rogers+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853949937-V27FMEJUD6XJYBY5UUK3/Miles+McMillan+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853951335-RG2VF11138DUBZ510027/Odessa+Young+-+Gucci+Bloom+Fragrance+Launch.jpg)
[](https://images.squarespace-cdn.com/content/v1/56c346b607eaa09d9189a870/1493853963171-M34VX26N3CZKFI6DGO6S/Petra+Collins+-+Gucci+Bloom+Fragrance+Launch.jpg)
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