The new Gucci Bloom campaign opens with Florence Welch exploring the abandoned theatres of La Scarzuola, a surrealist architectural compound built around an old Franciscan convent. Award-winning photographer and director Floria Sigismondi creates a garden of dreams where magic blooms and intensifies to its crescendo with a floral explosion showering the four protagonists: award-winning actress and director Anjelica Huston, singer songwriter Florence Welch, actress Jodie Turner-Smith and designer Susie Cave. Some scenes take inspiration from the popular French musical film ‘Peau d'Âne,’ directed by Jacques Demy. The stop motion flower sequences in the campaign are animated by the Brothers Quay.

Music: ‘Fade Into You’ Performed by Mazzy Star

Written by Hope Sandoval and David Roback

Published by Sand Devil Music and Salley Gardens Publishing

(P) 1993 Capitol Records, LLC

With kind permission of Universal Music GmbH (Switzerland)