Gucci

Guccio Gucci founded his leather goods company in Florence in 1921, initially creating luggage inspired by what he'd observed as a lift operator at London's Savoy Hotel. The Gucci bamboo handle (1947), horse-bit loafer (1953), and interlocking G logo became symbols of post-war Italian affluence worn by Grace Kelly, Audrey Hepburn, and Jackie Kennedy. Tom Ford's arrival as creative director in 1994 rescued the brand from financial ruin and transformed it into the defining luxury label of the 1990s. Alessandro Michele's maximalist reign (2015-2022) reinvented Gucci again, making it the world's second most profitable luxury brand at peak. Kering Group acquired full ownership in 2003 and currently manages the house under creative director Sabato De Sarno.

Gucci's fragrance programme operates through a licensing partnership with Coty, who produce their mainstream lines, while the house maintains creative direction. The fragrance team includes work from perfumers Alberto Morillas, who created Bloom (2017), and Michel Almairac, who created Guilty Intense. Alberto Morillas — one of the most commercially successful perfumers in history, responsible for CK One and Eternity — brought his clean, accessible compositional philosophy to Bloom, making it immediately accessible.

Four fragrances exemplify Gucci's olfactive range. Gucci Bloom (2017) — created by Alberto Morillas with actress Dakota Johnson as face — is a white floral of tuberose, jasmine, and Rangoon creeper that became one of the most successful feminine launches of the decade. Flora by Gucci (1966), originally created as a one-off print for Grace Kelly's visits to Gucci's Monaco boutique, was reformulated as a fragrance in 2009 and spawned an extensive collection. Gucci Guilty (2010), a woody citrus oriental with Evan Rachel Wood and Chris Evans as faces, has become one of the most recognisable contemporary masculines. Mémoire d'une Odeur (2019), a chamomile-musk composition by Alberto Morillas and Aurélien Guichard, is Gucci's most artistic fragrance — described by the house as a 'universal fragrance' designed to work on all genders.

Gucci sits firmly in the accessible luxury segment — EDPs range from €75-€130, comparable to Versace and Dolce & Gabbana in pricing but with stronger global brand recognition. The brand's advantage is cultural omnipresence — even those indifferent to fragrance know Gucci, creating aspirational appeal that other houses struggle to match.

Every Gucci fragrance at The Scent Stories® is 100% authentic, factory-sealed and brand-packaged — sourced from authorised channels and shipped worldwide.