Today marks the announcement of a new fragrance and its faces, Gucci Mémoire d’une Odeur. Alessandro Michele’s contemporary vision of a universal scent transcends gender and time. For this new scent story, the Creative Director has imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present.
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Gucci Mémoire d’une Odeur’s campaign, shot by Glen Luchford, is a concept by Alessandro Michele that is inclusive, genderless and ageless, reflecting the spirit of the perfume.
British singer, songwriter and actor Harry Styles leads the cast of the campaign which includes an eclectic and universal mix of talents and models who attended the Cruise 2020 fashion show at the Capitoline Museums, including Harris Reed (designer), Zumi Rosow (designer and musician), Ariana Papademetropoulos (artist), Stanislas Klossowski de Rola (actor and musician), Olimpia Dior (artist) and Leslie Winer (model and musician).
An exclusive Gucci Mémoire d’une Odeur filter will be available on the Gucci App, as well as dedicated GIFs inspired by the campaign on Instagram.
Gucci Mémoire d’une Odeur will be available starting August 2019.