What’s your earliest memory?
Led by Harry Styles talking about a family trip to Disneyland when he was a kid, the cast of Gucci Mémoire D’une Odeur recount their favorite memories on set while shooting the fragrance campaign.
Their stories are cast in enigmatic videos by filmmaker Frank Lebon. Scenes that appear to loop events into a new memory with film that speeds up, footage that’s given an electric halo by the searing light of summer and intense hues of sunset, and peculiar points of view that seems to peer into the past.
Most memories are from childhood: Ellia Sophia—who also stars in the Gucci Beauty campaign— reminisces when she became a big sister, Chiek Tall was transported to splashing and playing with his family while swimming together, while Aaron Sirainen remembered building forts and castles with his sisters.
Others looked back on memories in more wistful ways: for Zumi Rosow—who is the namesake for the Gucci Zumi bag—her memories are like dreams, and artist Ariana Papademetropoulos smells her dad’s cologne and is transported back to her childhood. Actor and musician Stanislas Klossowski de Rola describes memory as being intangible, set off by a trigger that comes out of the blue.