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

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

The brand new solid all attended Gucci’s Cruise 2020 show last night on the Capitoline Museums in Rome, Alessandro Michele’s birthplace. For his latest collection, Michele took the chance to make an announcement on the challenges to women’s reproductive rights currently ongoing in all places 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 recent campaign, Styles and co. will probably 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 yr alongside the campaign.