NET-A-PORTER: GUCCI BEAUTY – THE ALCHEMIST’S GARDEN January 10, 2019 Beauty 87 Introducing The Luxury Collection: The Alchemist’s Garden “The idea that some primary scents of perfumery, like the essences of the flowers, the green scent of some plants could be joined to atmospheres, linked to memories. And also link to the idea that a perfume in an alchemical way can through a scent bring you back to a different place, through a sense so strong and so important for every human being,” Gucci Creative Director Alessandro Michele. Wrapped up in a place, a person, and a moment, scent tethers itself inextricably to emotion. Fragrance is the score to experiences that solder to memories and to the unconscious. To transform this ideology in perfume, Alessandro Michele imagined an alchemic laboratory. Inside, seemingly different elements are selected, analyzed and fused. The antique study of essences found in nature are studied to recreate a feeling and a time in which the power of imagination forces the inertia of reality. Gucci fragrances opens a new story of magic and imagination in Luxury Collection: The Alchemist’s Garden.