Gucci’s go-to campaign star Harry Styles has been chosen as one of the faces of the brand’s new genderless fragrance.
Created by label head Alessandro Michele and perfumer Alberto Morillas, Gucci’s Memoire d’une Odeur is the first scent from the Italian fashion house to be designed with gender fluidity in mind.
Popstar Harry, who recently shot his third fashion campaign for Gucci, has been cast to front the ads alongside student and designer Harris Reed, musician Zumi Rosow and ’80s model Leslie Winer, among others.
“Today marks the announcement of a new fragrance and its faces, Gucci Memoire d’une Odeur. Alessandro Michele’s contemporary vision of a universal scent transcends gender and time,” a brand spokesperson said in a press release.
Of the ideas behind the perfume, a representative explained how Alessandro “imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present”.
A picture on the Gucci Beauty Instagram page from the label’s recent cruise collection show, held in Rome on Tuesday, was captioned: “@harrystyles leads the cast of the campaign of new universal fragrance #GucciMemoire d’une Odeur, unveiled at the party for the #GucciCruise20 fashion show.
At the party, the British singer-songwriter and actor was shot by @bradelterman together with @alessandro_michele and the mix of talents and models who feature in the campaign including Zumi Rosow @fangusz666, @harris_reed, @arianapapademetropoulos, @olimpiadior, Leslie Winer and Stanislas Klossowski de Rola. @gucci #GucciBeauty #AlessandroMichele.”
At the show’s after-party, Harry teamed up with Fleetwood Mac legend Stevie Nicks. The pair previously performed together in March when Stevie was inducted into the Rock and Roll Hall of Fame for a second time, as a solo artist. They also played together in 2017 when Harry brought The Chain star out to perform three songs with him during one of his Los Angeles concerts.
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