Gucci Wants to Take You on a Trip Down Memory Lane

gucci MEMOIRE FRAGRANCE shoot
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"Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory." - Alessandro Michele.

Scent has the power to change your mood, transport you to yesteryear, and evoke the type of memories that have long been forgotten. To get a little ‘science class’ about it, that’s because it is literally connected to our emotions and the emotional part of our brains. That’s why the smell of something familiar or nostalgic instantly conjures up feelings associated with someone, somewhere, or something you’ve smelt before.

Someone this particularly strikes a chord with is Gucci’s Creative Director Alessandro Michele, who wanted to capture the essence and power of memory in his new scent ‘Mémoire d’une Odeur’. “Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory,” he reveals. “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.”

gucci memoire chamomile flowers
Photo: Courtesy of Gucci

The first unisex – and ageless – fragrance from the brand (because memories are universal, after all), Gucci has established a new olfactive genre with its ‘Mineral Aromatic’ scent, which centers around the note of Roman chamomile that’s been grown in gardens around Rome for over 500 years. “It links all the other olfactive elements together with pure softness,” explains Master Perfumer Alberto Morillas. “Chamomile is known all over the world. Everyone has smelt it at some point, but as a dream – a memory of childhood, something timeless, and never in a fragrance.”

Morillas continued to use more unusual ingredients, such as petals of Indian coral jasmine to create an unexpected elixir that you can’t quite put your finger on. Precious musks add depth, noble woods create warmth, and sandalwood and cedarwood add luminosity and airiness that accents the rich and irresistible hint of vanilla.

gucci memoire harry styles
Photo: Courtesy of Gucci

The campaign, which features men and women of all ages and races, is fronted by Gucci’s go-to guy Harry Styles, who perfectly embodies the free-spirited nature of the scent. It also stars gender-fluid designer Harris Reed, jewelry designer (and muse of Gucci’s ‘Zumi’ bag) Zumi Rosow, actor-musician Stanislas Klossowski de Rola, and shrouded-in-mystery model Leslie Winer – it’s the kind of posse whose memories you only wish you could tap into. But what journey will ‘Mémoire d’une Odeur’ take you on? Have a spritz and you’ll soon find out…

Gucci Wants to Take You on a Trip Down Memory Lane

Gucci ‘Mémoire D’une Odeur’

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