Gucci’s The Alchemist’s Garden: Transforming Waste into Beauty

Gucci · The Alchemist’s Garden · Where My Heart Beats

They say fashion tells a story, but for Dina Yassin,…

The Singular · October 2025

Imagine wearing the sky.

Gucci’s The Alchemist’s Garden · Where My Heart Beats Eau de Parfum is not about petals or packaging. It is the first perfume powered by alcohol made entirely from recycled carbon emissions. Coty and LanzaTech captured what others call waste and turned it into scent, rewriting how materials can be sourced, produced, and worn.

The bottle is Gucci, of course…..a refined flacon etched with a butterfly motif, a ritual object on any vanity. But the real luxury is invisible. Each spray carries a story of carbon reimagined, the atmosphere recast as desire. It is not just fragrance, it is a cultural signal, a declaration that beauty can emerge from the very air we once thought was toxic.

This is not carbon offsetting, this is carbon transformed. What would have drifted skyward is instead held in glass, worn on skin, shared in intimacy. Pollution becomes perfume, carbon becomes couture. The act of wearing it turns daily ritual into an act of quiet rebellion, proof that luxury can be radical and rare at the same time.

Where My Heart Beats is more than a scent. It is evidence. Evidence that imagination and science can work together, that legacy Maisons can adopt carbon as raw material, and that desire itself can be redefined through innovation.

Shop Gucci · The Alchemist’s Garden · Where My Heart Beats

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Dina Yassin

They say fashion tells a story, but for Dina Yassin, it’s more than just storytelling—it’s an art, a science, and a little bit of magic. As the Co-Founder, Chief Storyteller, and Editor-in-Chief of GAZETTA—among many other titles—she’s the woman behind the words, the visionary shaping narratives, and the creative force redefining luxury fashion journalism in the digital age. With over two decades of experience in luxury brand consulting, creative direction, and trend forecasting, Dina has worked with some of the most coveted names in the industry—think Van Cleef & Arpels, Kenzo, Bvlgari, Hermès, and Chloe—all while keeping her finger firmly on the pulse of what’s next. Her work has graced the pages of Vogue Arabia, Harper’s Bazaar, Condé Nast Traveler, Mojeh Magazine, Vanity Fair, Marie Claire, 7 Corriere, and The Rake—among many other top-tier titles—solidifying her reputation as a fashion and luxury thought leader. But here’s the twist—Dina isn’t just reporting on the future; she’s creating it. Under her leadership, GAZETTA introduced EVVIE 7, an AI-driven journalist pushing the boundaries of editorial innovation. Because in a world where algorithms influence aesthetics as much as designers, Dina ensures GAZETTA stays one step ahead, seamlessly blending technology, culture, and high fashion into a platform that speaks to the modern, forward-thinking luxury consumer. Beyond her editorial expertise, Dina is a renowned luxury brand consultant, trend strategist, and creative powerhouse who thrives at the intersection of fashion, culture, and digital storytelling. Whether she’s consulting on luxury branding, forecasting emerging trends, directing high-profile fashion campaigns, or curating immersive experiences, she’s always asking the big questions—What’s next? Who’s shaping it? And most importantly, how do we make it unforgettable? One thing is certain: Dina Yassin is always at the forefront of what’s next.