The Italian fashion house Gucci and the iconic London store Harrods, have entered into a collaboration, where through the entire month of August, Gucci will bring its botanical bounty to Harrods, taking over windows, display areas and digital channels.
The brand partnership will be evident both inside and outside the store. The sixteen windows facing the Brompton Road, as well as interior installations, will bring two exclusive Gucci stories to life – the launch of the first fragrance under the new creative direction, Gucci Bloom, and the arrival of the innovative House DIY programme. Visually, the window displays will be connected through the memorable motifs associated with the Gucci Garden.
Harrods customers will be able to preview the new perfume for women, Bloom, which features jasmine, tuberose and Rangoon creeper, symbolic scents of the Gucci Garden. The faces of the distinctive fragrance, actress Dakota Johnson, artist Petra Collins and actress and model HariNef, appear in the print and TV advertising visuals, revealed for the first time on this occasion and serving as backdrops to some of the windows. Additionally, the Gucci Bloom fragrance bottle is repeatedly showcased on round lacquered tables. Inside, the Beauty Hall has been customised with a dedicated installation displaying the campaign and the perfume. The windows at Gucci Sloane and Old Bond Street boutiques embrace the same design concept.
Inspired by the House’s love of the self-expression associated with the British punk movement, the Gucci DIY service enables customers to express themselves through the personalisation of selected products: specially designed Gucci DIY areas within Harrods will feature a diverse collection of items ready to be customised with decorative patches, including Harrods-exclusive butterfly motifs in a variety of colours.
The dedicated windows present green or pink velvet capitone walls, vintage oriental rugs and the Gucci DIY iconic crest. Items will be displayed on a variety of elements, including valets and wooden closets. The Brompton Road Exhibition windows in particular feature the Gucci Garden in full bloom with floral compositions and pink mannequins showcasing exclusive Gucci evening gowns.
The collaboration also extends to a limited-edition Gucci ready-to-wear collection designed for Harrods. A variety of accessories have also been exclusively created for the store, including a version of the Lilith handbag, with patches, and mini Dionysus and Sylvie bags in a multitude of colours. There are also striking floral-print kimono tops and trousers, Ace sneakers for men and women with specially-designed patches, women’s jewellery pieces, and children’swear dresses for girls. Four styles of Gucci eyewear seen on the Autumn Winter 2017 catwalk will also be previewed at Harrods.
The Gucci Garden was unveiled at Harrods on July 31st and will run throughout August. The fragrance is exclusively available at Harrods and harrods.com, as well as Gucci London boutiques and at gucci.com.