Gucci celebrated the launch of Gucci Bloom, its first fragrance by creative director Alessandro Michele, at a private party at contemporary New York art institution, MoMA PS1, earlier this week.

Along with Michele, guests included the three faces of the new scent – actress Dakota Johnson, artist Petra Collins and actress and model Hari Nef. This trio of modern women, with their distinctive diverse beauty and individuality, radiates in the Gucci Bloom video and images shot by Glen Luchford, under Alessandro Michele’s creative direction.

Musicians Lana Del Ray, ASAP Rocky and LCD Soundsystem’s Nancy Whang also attended the star-studded event.

To celebrate the new floral scent, which includes notes of natural sambac jasmine, tuberose, orris and Rangoon creeper (an ingredient exclusive to Gucci Bloom), the venue’s courtyard was transformed into an urban garden packed with wild flowers such as roses, jasmine, peonies, wisteria and lily of the valley, along with colourful birds in antique cages.

Gucci Bloom is a new pillar in the Gucci fragrance line-up, which also includes Guilty, Bamboo, Flora and Gucci by Gucci. Edgar Huber, president of Coty Luxury Coty Inc., the Gucci fragrance license holder, told WWD that the new fragrance differs from the fashion house’s existing fragrances from both an olfactory and aesthetic perspective, and is “very much inspired by Alessandro Michele himself”.

He added: “We are taking [an] important step forward in the aligmnment of our fragrance portfolio with the brand’s new aesthetic and direction. This is also the first milestone under our new partnership with Coty. Together we have high expectations for Gucci’s potential for significant growth in the beauty category in the coming years.”

Gucci Bloom launches in the UK in August, priced from £52.