BRB, Just Swooning Over Harry Styles’ New Gucci Campaign
The exquisite blend of scents will take you down memory lane…
More than just a beautiful scent, Gucci’s newest fragrance entitled Gucci Mémoire d’une Odeur is made to recreate moments and evoke precious memories from the distant past.
Timeless and genderless, the fragrance instills a sense of ethereality, transcending reality. The bottle resembles ancient column designs, housing the fragrance in a light green glass.
Gucci Mémoire d’une Odeur by Gucci Beauty
“Everything comes from my obsession with scents. My memory is primarily olfactive so, for me, my sense of smell is my memory,” says Italian fashion designer appointed Creative Director of Gucci, Alessandro Michele.
“I thought that, deep down, perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time. When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified; a hybrid scent that resembles memory as much as possible.”
Inspired by the Roman Chamomile flower from the 16th century, the scent is a blend of musky and airy. “The musky mineral accord is the keystone of the fragrance,” says master Spanish perfumer, Alberto Morillas.
Gucci Mémoire d’une Odeur campaign launch. Courtesy of Gucci
“It links all the other olfactive elements together with pure softness. Chamomile is known all over the world. Everyone has smelt it at some point, but as a dream, a memory of childhood, something timeless, and never in a fragrance. This flower is much underestimated and is a plant with an exceptional olfactive signature.”
Beholding the idea of a family that embraces a carpe diem philosophy, the face of the launch campaign is Sign of the Times singer, Harry Styles. “I pictured a world that was a fresco of a ‘mythological’ life in which the family is a private community with its own social framework where total freedom of expression prevails and where the roles of people and things aren’t clear,” shares Michele. “I pictured the memory of an authentic memory.”
Gucci Mémoire d’une Odeur campaign launch. Courtesy of Gucci
Gucci Mémoire d’une Odeur is available now.
Watch: Shot in The Cloisters at Westminster Abbey, the film celebrates Alessandro Michele’s Cruise 2017 collection