Lana Del Rey, A$AP Rocky, and More Celebrate Gucci's New Fragrance

Lana Del Rey, A$AP Rocky, and More Celebrate Gucci's New Fragrance

Bloom is the first for the brand under Alessandro Michele.

Bloom is the first for the brand under Alessandro Michele.

Text: Ian David Monroe

Last night, Alessandro Michele and Gucci celebrated the launch of Bloom, the designer's first fragrance for the brand. To match the flowery motif of the scent, Gucci transformed MoMA PS1 into a a botanical paradise with a tropical touch (including live parrots, no less).

Fresh from Monday's Met Gala, Michele mingled with guests, with his date from the night prior, Dakota Johnson, not too far away. The actress, as well as Petra Collins and Hari Nef, are faces of the fragrance. Other notable attendees included A$AP Rocky, Maggie Rogers, Sean Lennon, Soko, and Lana Del Rey. The latter spent most of the evening perched next to Michele, "like the king and queen of the garden," as one guest noted.

British electronic singer Goldfrapp took the stage to perform four songs, including "Ooh La La." For the rest of the evening, Juliana Huxtable DJed from a veranda in the courtyard.

The fragrance officially launches in August, but a limited release is offered today (May 3) at gucci.com. Scroll through photos from the night in the slideshow below.

NEW YORK, NY - MAY 02: Lana Del Ray and A$AP Rocky attend the Gucci Bloom Fragrance Launch at MoMA PS.1 on May 2, 2017 in New York City. (Photo by Jamie McCarthy/Getty Images for Gucci)
Credits: Images courtesy of Gucci

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