Dakota Johnson Is the Face of Alessandro Michele’s First Fragrance for Gucci

Two and a half years after becoming Gucci’s creative director, Alessandro Michele is debuting his first fragrance for the brand: Gucci Bloom.

As teased earlier this year, the Italian designer has tapped a few of his famous friends to be the new faces of the accompanying campaign, including Dakota Johnson, photographer Petra Collins and model Hari Nef. The trio was photographed by Glen Luchford under Michele’s creative direction for the upcoming campaign.

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All three women have been a part of the brand since Michele joined in 2015, with Nef walking his first couple of shows and Johnson walking the red carpet (including 2016’s Met Gala), in his early creations. Collins recently photographed the brand’s eyewear campaign, which starred her younger cousins and grandmother, and was also featured in the fall 2016 campaign. 

Michele has a penchant for picking cool personalities to front for the brand, including Florence Welch, Tom Hiddleston (who starred in a menswear campaign alongside beautiful Afghan Hounds), and, of course, his BFF Jared Leto. And though they’ve never officially starred in the fashion house’s campaigns, Michele fans Harry Styles and Rihanna are often seen wearing hot-off-the-runway creations. 

The fragrance is officially available in August, but will be available for preorder online at Saks Fifth Avenue and Bloomingdales on May 3.