Gucci unveils new ‘genderless’ 'Mémoire d'une Odeur' fragrance
- Gucci has unveiled a new scent that aims to have universal appeal
- According to Gucci, 'Mémoire d'une Odeur' is both ageless and genderless
- An advertising campaign is thought to include both men and women
- The fragrance will hit store shelves in August
Gucci has pulled the wraps off a brand new fragrance dubbed 'Mémoire d'une Odeur'. The new scent – which will be available to buy this August – is bot ageless and genderless.
It marks a new chapter of the brand’s ofactory history – which the brand says has universal appeal.
Gucci unveiled the new fragrance after its 2020 Cruise Collection shop in Rome. The new scent is the brainchild of Gucci creative director Alessandro Michele.
According to Michele, the scent is all about those "who imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present."
The advertising campaign features long-time Gucci partner Harry Styles, alongside Harris Reed, designer Zumi Rosoq, musician Stanislas Klossowski, as well as model Leslie Winer.
That campaign will go live in August, at the same time as the fragrance hits store shelves.