The Gucci team have been hard at work carving out a beauty landscape this past year under the guiding eyes of Creative Director Alessandro Michele.
On Thursday, they continued to round out the Gucci Beauty vision with a new fragrance campaign (and a new fragrance, Mémoire d'une Odeur, or "the memory of a scent"), featuring Harry Styles.
After teasing the campaign on social media, Gucci began to share the dreamy shots, photographed by Glen Lunchford and art directed by Christopher Simmonds.
For the Mémoire d'une Odeur campaign, Michele chose an age-diverse, 20-person cast that includes Styles alongside a crew of "real" people, like Harris Reed, a Central Saint Martins design student who had recently completed an apprenticeship at Gucci, and Ariana Papademetropoulos, an artist from Los Angeles.
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At a family picnic in front of the ruins of village Canale Monterano with @harrystyles for Gucci Mémoire d’une Odeur—meaning the memory of a scent. The new universal fragrance by @alessandro_michele is inspired by the power of memories which can be relived in the present. The campaign is shot by @_glen_luchford with art direction by @christophersimmonds. #GucciBeauty #GucciMémoire #AlessandroMichele #HarryStyles @gucci Discover the new fragrance through link in bio.
Set amongst the ruins of Canale Monterano, a former commune outside of Rome, the imagery depicts a relaxed, cult-like motley crew of characters lounging in floral Gucci prints and picnicking in the grass.
The campaign also includes a short film created on location which drives home the free-love, bonfire-adjacent romanticism the team was going for.
According to the brand's website, “Perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time” Alessandro Michele.
"Presenting a universal scent: Gucci Mémoire d’une Odeur, a fragrance that transcends gender and explores the power of memory. Blended by master perfumer Alberto Morillas, under Alessandro Michele’s creative vision, the scent establishes a new olfactive family, Mineral Aromatic.
"Grown around Rome in terraced gardens since the 16th and 17th centuries, Roman Chamomile blends its green aromatic scent with Indian Coral Jasmine, a flower known for releasing a more powerful scent at night. Musks add depth to the fragrance, while Cedarwood and Sandalwood bring intensity to its structure."
Gucci Mémoire d'une Odeur, Eau de Parfum is available in Brown Thomas in 40ml (€68), 60ml (€82) and 100ml (€110).
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