A scent is one of the things in life that can bring back memories of lived moments, emotions of love, joy or sadness. It sometimes allows you to relive a moment from the past. From this exact idea, Gucci’s new fragrance was born. Entitled “Mémoire d’Une Odeur”, this new perfume embodies Alessandro Michele’s obsession with scents.

In fact, the latter explained: “my memory is primarily olfactive so, for me, my sense of smell is my memory. I thought that, deep down, perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time. When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified; a hybrid scent that resembles memory as much as possible.”

Unassigned to a gender or a time, Gucci’s Mémoire d’Une Odeur, establishes a new olfactory family, Mineral Aromatic. Blended by master perfumer Alberto Morillas, this fragrance brings together Roman chamomile with the tenderness of Indian Coral Jasmine petals, the depth of musks, the warmth of noble woods, the luminosity of sandalwood, the subtle feel of cedarwood and the irresistible scent of vanilla. These captivating scents come in a bottle inspired by a vintage Gucci one. It resembles a column from an ancient world with its refined silhouette and its shiny gold cap.

As for the fragrance’s campaign, it takes the idea of freedom to the extreme just like the fragrance itself. It captures a free-spirited family in Rome, dancing, picnicking and making memories together. Directed by Glen Luchford and under the artistic direction of Christopher Simmonds, nostalgia comes alive in this campaign starring singer, songwriter and actor Harry Styles and an eclectic mix of talents and models.