A scent can gift a moment again, so an experience from the past can be relived in the now.
Presenting the first universal fragrance by Gucci and conceived by Alessandro Michele, Gucci Mémoire d’une Odeur is a scent that explores the power of memories, bringing them back from the past and making them live in our present. A perfume unassigned with a gender or a time.
The new fragrance is depicted in a campaign featuring an eclectic mix of 21 talents includes actor and singer songwriter Harry Styles, designer and musician Zumi Rosow, artist Olimpia Dior, and designer Harris Reed. Images and video by Glen Luchford show a gathering of a free-spirited family, who embrace life by living freely and making memories together. They are depicted in diverse settings on the outskirts of Rome, captured dancing, picnicking at sun kissed ruins of Canale Monterano, and in and around their family home, Montecalvello Castle—a medieval castle featuring a fountain in a courtyard, and enigmatic frescoes inside and out.
Gucci Mémoire d’Une Odeur is an elixir that transcends gender by its individuality, to establish a new olfactive family, Mineral Aromatic. The transcendent accord features unexpected and enigmatic ingredients, and is defined by a note of Roman chamomile.
Symbolizing a starry night sky and the earthly world that gazes up at it in marvel, the perfume’s green box is decorated with Celestial firmaments inspired by the paintings of Roman and gothic churches of the Middle Ages and Renaissance in Europe.
Track Title: In Every Dream Home a Heartache
Artist: Roxy Music
Publishing Company: BMG Platinum Songs
Recording Company: Universal Music Entertainment