Harry Styles Presents Gucci’s Gender-Neutral Fragrance

By
Nikoleta P
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Harry Styles is stepping back into his role as Gucci’s global ambassador once again! This time around, he joined forces with this brand in a new campaign for their latest gender-neutral fragrance Mémoire.

The Brand’s first universal fragrance is the brainchild of Alessandro Michele, who wanted to explore the power of memories with this green aromatic scent. According to Gucci’s official description, Mémoire blends Indian coral jasmine with a note of Roman chamomile, that has been grown in terraced gardens of Italian capital for centuries.

Ad campaigns for this fragrance were filmed in Rome, and it sees Harry Styles playing one of the members of a free-spirited family, alongside designer and musician Zumi Rosow, artist Olimpia Dior, and designer Harris Reed.

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A scent can gift a moment again, so an experience from the past can be relived in the now. Presenting the video campaign for new universal @guccibeauty fragrance Gucci Mémoire d’une Odeur by @alessandro_michele, depicting a free-spirited family, who embrace life without inhibitions, making memories together. They are shown in diverse settings in the countryside of Rome, dancing, picnicking at Canale Monterano—a village with ruins from the mid 17th century, including a fountain with a lion statue said to be designed by Gian Lorenzo Bernini—and in and around their family home, the medieval Montecalvello Castle. #GucciBeauty #AlessandroMichele #GucciMémoire Discover the scent through link in bio. Music: In Every Dream Home A Heartache Performed by Roxy Music Written by Bryan Ferry

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The One Direction singer had a blast during this campaign shoot, which perfectly captures the spirit of Gucci’s latest fragrance.

“It transcends gender. I really like wearing it because it’s (Gucci’s) first universal fragrance. It’s really fresh to me. Floral, clean, not heavy. It smells like what I imagine Joan Didion’s house to smell like,” said Styles while discussing Mémoire with Dazed.