Meet “Gucci’s first universal fragrance, a perfume not assigned to a gender or a time.”
Gucci Creative Director Alessandro Michele has been making his mark on the Italian fashion house’s beauty presence over the past year or so, taking the reins of its fragrance business and re-launching its color cosmetics in his own image. On Thursday, he continued to round out his vision for Gucci Beauty 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, on Thursday. 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. 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 trippy film short that drives home the Mason-adjacent vibes (minus the violence), offering up images of meditation, free-love make-out sessions, bonfire dancing, Harry Styles’s dimples and at least one creepy cat mask.
As for the perfume itself, it’s noteworthy in that it’s gender-neutral, or, in the words used by Gucci in its marketing copy, it’s “Gucci’s first universal fragrance, a perfume not assigned to a gender or a time.” With a fragrance profile based around notes of chamomile and jasmine, it comes housed in an unassuming green glass bottle that falls seamlessly in keeping with the retro-inspired aesthetic that has permeated the label’s newest Michele-crafted iteration. (Other examples include a throwback fragrance campaign featuring Lana del Rey and Jared Leto and a recent lipstick re-vamp that includes glamorous vintage packaging.)