Jodie Turner-Smith Is the New Face of the Gucci Bloom Campaign


Jodie Turner-Smith is starring in the new campaign for Gucci’s Bloom Profumo di Fiori.

The actress appears in a fantastical, moonlit garden scene advertising the perfume alongside other celebrities Florence Welch, Anjelica Huston, and Susie Cave. In a video appearing on Gucci’s Instagram of countryside images and Bloom bottles, Turner-Smith’s calming voice says, “Can you feel that? Take a moment and it’ll come to you. You only get a scent like that in full bloom.” When speaking about the campaign, she stated, “It’s fun to be part of this family. I find that Gucci doesn’t subscribe to those narrow views of beauty. I find it’s much bolder and at times eccentric and interesting.”

The Bloom perfume is the newest version of the Gucci fan favorite, released at a time when we need pampering and self-care the most. Bloom has woody floral notes, combined with scents of jasmine bud extract, tuberose, sandalwood, ylang-ylang, and musk, making it perfect for the autumn season.

The 34-year-old actress, who is also a new mom, opened up about how hard it is for women who have just given birth, such as herself, saying, “They’re on their own after going through something so incredible as bringing forth a child from their body into this world. They don’t have someone to support and do the basic things [to take] care of them, let alone supporting them in figuring out who they are as a woman and what their mental health is like.”

She also revealed what she wants to teach her daughter about beauty. “[What] I want to instill in her is that while many people will think what they’re interacting with is your aesthetic beauty, the majority of what they’re actually interacting with is what comes from inside….it’s more than what she looks like- it’s about how she feels.”

After seeing the results of their first collaboration, we can’t wait to see what else the actress creates with the brand. The Bloom perfume ranges from $85 to $165 and you can purchase it on Gucci’s website here.