The upcoming fragrance campaign features the singer with models and attendees from yesterday's show at the Cruise 2020 venue.
The upcoming fragrance campaign features the singer with models and attendees from yesterday's show at the Cruise 2020 venue.
Text: James Manso
It seems Gucci's been up to more than just yesterday's Cruise 2020 show. The brand showed their latest collection in Rome's Capitoline Museums, with an after party serenaded by Stevie Nicks and Harry Styles. But the surprise came earlier today, when the brand announced that Styles would be the face of the brand's next ageless and sexless scent, Mémoires d'une Odeur.
The campaign, set to release in conjunction with the fragrance this August, features Styles alongside more of yesterday's showgoers. It will be Styles' fourth campaign for the brand. The mix of models and talents lensed by Glen Luchford for the fragrance includes designer Harris Reed, designer/musician Zumi Rosow, and artists Ariana Papademetropoulos and Olimpia Dior, among others.
Gucci's Creative Director Alessandro Michele says the fragrance was inspired by memory's relationship to smell, and how scents can bring past memories to the present. For the scent's release in August, there will be an exclusive Gucci Mémoire d'une Odeur filter on the brand's App, as well as Instagram gifs inspired by the campaign. Here's to more Harry Styles gifs on all our Instagram stories.
