The new Gucci Beauty 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

20K views · 122 shares | Previewing the Gucci Bloom film campaign directed by Glen Luchford. An abundant garden, filled with flowers and plants is the setting for the film campaign of new women’s scent Gucci Bloom. #InBloom See the exclusive launch on Aug. 15. Music: "The Rip" by Portishead (Universal Island Records Ltd) | Gucci | Facebook

From Miami to New York, cities bloom with bold reinterpretations of the storied Flora motif, seen through the eyes of artists Robert Barry and Jonny Niesche for the 90 x 90 project. | Gucci