Gucci recently released their newest fragrance, Memoire D’Une Odeur, under their creative director, Alessandro Michele, and the campaign is starring no other than Harry Styles.
A Look At The New Fragrance
This fragrance is described as a gender-neutral perfume and is “Gucci‘s first universal fragrance, a perfume not assigned to a gender or a time,” according to the official website.
A blend of Indian Coral Jasmine and Roman Chamomile makes up the ‘universal scent’ that fills this mesmerizing green and gold bottle. Described as a scent that ‘explores the power of memories, bringing them back from the past and making them live in our present,’ the whole campaign gives off a raw, vintage, cultish feel.
The Embodiment of the Name
Gucci even features the cast’s earliest memories, including Styles.
“I think it was right before I fell asleep on a curb in Disneyland, I think I was about 3 or 4…I just remember Disneyland just blowing my mind.”Harry Styles with Gucci
The rest of the campaign’s cast includes other creatives like Harris Reed, Ariana Papademetropoulos, Zumi Rosow and Olimpia Dior.
With the name of the scent meaning, “the memory of scent,” Styles sat with Dazed Digital and mentioned how he “like[s] a fragrance that has some emotion behind it.”
He also described how triggered memories can be from a smell.
“My mother has always worn the same perfume. It smells like roman candles and jasmine. So like anytime I smell it, I feel like a kid again. I feel like everyone has those.”Harry Styles with Dazed Digital
Not only is Gucci transcending gender and time with their recent campaigns, but thanks to them we now know what Harry smells like, thank you Gucci.
Words: Mar Maldonado| Featured Image: Gucci on Instagram