A unisex fragrance
Today, Gucci releases their newest fragrance, Mémoire d’une Odeur. The promotional campaign, headed by singer-song writer and actor Harry Styles, includes a diverse group of people, offering a new kind of perspective.
So what is Mémoire d’une Odeur? The Italian brand’s latest perfume is a combination of Roman chamomile and Indian coral jasmine, and is meant to “transcend gender or time.” Therefore, for this campaign, the luxury house’s creative director, Alessandro Michele gathered a cast of free-spirited individuals who embrace life by living freely and making memories together to hone the message of the fragrance.
The campaign video, shot by Glen Luchford is an emotional ride, provoking nostalgia under the artistic direction of Christopher Simmonds. Captured on the outskirts of Rome, the video campaign shows the 20 cast members, led by the former boy-band member as they dance and enjoy picnic at a ruins of Canale Monterano, and in and around their family home, Montecalvello Castle—a medieval castle featuring a fountain in a courtyard.
In honor of the release of Mémoire d’une Odeur and the campaign, Gucci took to Instagram, posting childhood images of Harry Styles and members of the cast. “Celebrating @guccibeauty’s new universal scent Gucci Mémoire d’une Odeur by @alessandro_michele, debuting today, this photo of the British singer songwriter and actor is together with childhood images from other faces from the campaign.”
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“I like a fragrance that has some emotion behind it,” the singer-songwriter exclusively told Dazed Beauty. “The triggering of memories from smell is really strong for everyone. 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.” He also revealed to the magazine that not only does her wear the fragrance, he also sleeps in it.