Gucci continues its path in the footsteps of the past, myths and history, this time trying to evoke a real past experience. With the new universal fragrance Mémoire D'Une Odeur, Gucci retraces the notes of memories and brings them back with a fragrance that crosses the boundaries of gender.
To celebrate the perfume, 21 artists and creative, including singer and actor Harry Styles, designer Harris Reed, artist Olimpia Dior and designer and musician Zumi Rosow, gathered in a joyful and carefree atmosphere at the ruins of Canale Monterano, near the medieval castle of Montecalvello, a few kilometers away from Viterbo. Glen Luchford’s campaign captures this harmonious group of friends dancing and feasting around the fire.
“The guiding element of the entire campaign is freedom” stated Alessandro Michele “I imagined a world that was a fresco of a ‘mythological’ life in which the family is a private community with its own social framework where total freedom of expression prevails and where the roles of people and things aren’t clear”.
The universal fragrance combines Roman chamomile, which is growing in the eternal city since the 16th century, with the oriental tones of Indian Coral Jasmine, creating a unique and unmistakable mix able to release childhood memories and revive them through that Proustian experience of which we have read in books. The olfactory memory is then combined with the tactile and visual ones, through the decoration of celestial firmaments on the green bottle inspired by Giotto’s frescoes in the Cappella degli Scrovegni of Padua.
Words by Ludovica Mucci