Gucci Bloom 'The Awakening' 2022 Ad Campaign

Review of Gucci Bloom ‘The Awakening’ 2022 Ad Campaign by Creative Director Alessandro Michele with Photographer Annie Lai and Director Yumna Al-Arashi with Talent Jodie Turner-Smith

Gucci celebrates motherhood and meaning with a new campaign for its Bloom fragrance starring Jodie Turner-Smith. The campaign features film direction by Yumna Al-Arashi, photography by Annie Lai, and styling by Francesca Cefis.

The campaign marks the second chapter of “The Awakening,” a series created by Gucci in partnership with Vogue to celebrate its Bloom fragrance and the inspiring women who wear it. The first chapter starred Florence Welch of Florence + the Machine.

The new chapter follows Turner-Smith through a lush, dreamlike gardenscape as she reflects on her experience with becoming a mother. She explains how she sees the world and her place in it with new, more perceptive eyes, an uplifting emotional lesson that harmonizes with Al-Arashi’s subtle and intimate attention to detail.

Lai’s accompanying still portraiture creates a similar feeling of intimacy and blissfulness while revealing further aspects of Turner-Smith’s personality.

Emotional and quietly powerful, the campaign reveals a more intimate, real side of Gucci that we don’t often get to see, while maintaining a distinct sense of beauty and style that could come from no one else.