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Ahead of Alessandro Michele’s first women’s fragrance debut for Gucci, the creative director explored Instagram for unexpected images of flora in cities and gardens.
Tagged with #InBloom—the same hashtag representing Gucci’s new scent—the whimsical photos by Instagram users from all over the world depict how they see nature in their daily lives. Among the images are pink cherry blossoms captured in front of a classic Brooklyn brownstone, wisteria gracefully dropping over the entrance of a home in Ljubljana, Slovenia, and daisies sprouting from an old stone cherub statue in an Italian garden.
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In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
 

In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
 

  • Photo by Marie Mabin (@onefitgurl)
  • Model images have been retouched
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In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
  • Photo by Sachiko Ito (@sachiko.ito.733)
In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
  • Photo by Alessia Iannetti (@alessia_iannetti)
In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
  • Photo by Enrica Lamia (@caccawaii)
In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
  • Photo by Malgorzata Hajdasz (@brooklynbeet)
In the lead-up to Gucci’s new fragrance launch, a discovery of Instagram images of flowers in urban settings. #InBloom
  • Photo by Valentina Jarc (@valentinajarc)
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