Harry Styles has been announced as one of the faces of Gucci’s latest fragrance. Titled Mémoire d'une Odeur, the fragrance centres around the idea of memory, exploring the power memory holds over us and the ability of scent to brings memories back from the past into our present.  

The universal fragrance transcends both gender and time, something which is reflected in the campaign which has been cast across genders and age. Shot by Glen Luchford, the campaign features singer Harry Styles fresh off his co-hosting gig at the Met Gala and Gucci’s Pre-Fall 2019 tailoring campaign by Harmony Korine. Joining Styles is an eclectic mix of faces including designer and Gucci apprentice Harris Reed, painter and visual artist Ariana Papademetropoulos and musician Leslie Winer.

The new cast all attended Gucci’s Cruise 2020 show last night at the Capitoline Museums in Rome, Alessandro Michele’s birthplace. For his latest collection, Michele took the opportunity to make a statement on the challenges to women’s reproductive rights currently ongoing everywhere from Alabama to Northern Ireland. Models walked the runway jackets printed with the 70s feminist slogan ‘MY BODY, MY CHOICE’, glittering ovaries stitched on to dresses, and the date abortion was legalised in Italy (22.05.1978) in support of the pro-choice movement.

With this new campaign, Styles and co. will be joining the ranks of previous Gucci fragrance faces including Lana del Rey and Jared Leto, Petra Collins, and Hari Nef. 

Mémoire d'une Odeur will launch in August this year alongside the campaign.