Lana del Ray, Dakota Johnson and A$AP Rocky at Gucci's Bloom perfume party in New York
Happenings

Gucci celebrates the launch of Bloom in New York

Gucci transformed its party venue in Long Island City into an urban garden in full bloom for the launch of its new fragrance

In honour of creative director Alessandro Michele's first fragrance for Gucci, the Italian label hosted a private event in Long Island City, New York earlier this month.

The courtyard of MoMA PS1, the contemporary art institution in Long Island City, was transformed into an urban garden featuring wild flowers such as roses, jasmine, peonies, wisteria and lily of the valley as well as colorful birds in antique cages - a fitting tribute to the new fragrance, aptly named Bloom.

The private event was attended by Gucci’s creative director together with the three faces of Gucci Bloom: Dakota Johnson, Petra Collins, and Hari Nef. 

Highlights of the event included a special performance by Goldfrapp and a live music set by DJ Juliana Huxtable.

Notable guests who attended the private party include Alessandro Michele, Dakota Johnson, Hari Nef, Petra Collins, Lana Del Rey, JiaJia Fei, and A$AP Rocky.

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