Gucci
Mémoire d'une Odeur
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On the occasion of an event held in Rome alongside its Cruise 2020 show, Gucci thus announced the release of its new fragrance, disconcerting to say the least. Named Mémoire d'une Odeur, it is described as a particular fragrance that can transport us to another era or another place without even needing to open our eyes. To achieve this, it relies above all on the atypical scent of chamomile, while housed in a somewhat retro bottle.
The unisex scent of chamomile by Gucci
For its new fragrance, the Italian house Gucci relied on a particularly unexpected ingredient. Chamomile is the central raw material of its composition. I had to think carefully about why Alessandro had chosen chamomile. When I started working with the chamomile fragrance itself, I understood, stated Alberto Morillas. No one had done it before. Chamomile is known throughout the world. Everyone has smelled it at some point, but like a dream, a childhood memory, something timeless and never in a fragrance. This flower is very underrated and is a plant with an exceptional olfactory signature. Here, Mémoire d'une Odeur takes on, by turns, carnal or charismatic airs. At first, chamomile is joined by another floral breath: that of Indian jasmine, a flower widely used in feminine perfumery. However, its masculine side takes over again in a woodier base of cedar and sandalwood. Vanilla and honey then come in turn to warm the whole and make it smoother. Finally, musk gives it all its animalic quality.
To symbolize this transgender aspect, Gucci called on several ambassadors, such as actor and singer Harry Styles, designer Harris Reed, musician and designer Zumi Rosow, artist Ariana Papademetropoulos, musician Stanislas Klossowski, artist Olimpia Dior, and model Leslie Winer, all captured by Glen Luchford.
Mémoire d'une Odeur and its timeless bottle
Aesthetically, Gucci's Mémoire d'une Odeur comes in a timeless bottle. Its cylindrical bottle has an atypical color, somewhere between bottle green and watery blue. Its base is topped with a striated gold cap that one could almost mistake for an old stereo system knob. Mémoire d'une Odeur has a retro spirit and no one could say to which era it belongs. Moreover, it is presented in a green, star-studded cardboard box, inspired by the frescoes of Giotto di Bondone in the Cappella degli Scrovegni in Padua, built in 1302. Mémoire d'une Odeur is much more than a fragrance. It is a journey through the ages.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
The TV ad for Gucci's fragrance Mémoire d'une Odeur
Gucci has just announced the release of a brand new fragrance named Mémoire d'une Odeur. As its name suggests, it is a fragrance turned toward the future yet imbued with a certain nostalgia for the past. Gucci's Mémoire d'une Odeur transcends eras and pays little mind to feminine and masculine genders. It is a unisex fragrance, designed for all generations alike. This evanescent cloud has only just come into being, and it arrives with a rather unrestrained advertisement. Embodied by Harry Styles, Mémoire d'une Odeur has a unique style, superbly captured on film by Glen Luchford.
Mémoire d'une Odeur, a trip to Italy
As always, the house Gucci does not miss an opportunity to highlight its origins. So, while Mémoire d'une Odeur has no gender nor era, it does indeed seem to belong to Italy! Its bottle, shaped as a glass cylinder, is carved with fluting reminiscent of an ancient column. Its cardboard box, meanwhile, is covered with gold stars on a green background, inspired by Giotto's frescoes in the Scrovegni Chapel in Padua. Finally, the advertisement for Mémoire d'une Odeur takes place around the Castello di Montecalvello, a medieval site not far from Rome.
Harry Styles, face of Gucci, surrounded by a large family
To embody its new fragrance on screen, the house Gucci set its sights on Harry Styles, British actor and singer. At just 16 years old, he auditioned for his first televised singing competition, The X Factor, in 2010. Eliminated, he did not give up and later returned with four other contestants to form the group One Direction. Since that day, success has followed, spreading Harry Styles's fame to every corner of the globe. The young man even launched a solo career in 2017, while also proving himself a talented model. Harry Styles had already appeared in several Gucci campaigns. Here, he is surrounded by a prestigious cast, made up of designer Harris Reed, musician and designer Zumi Rosow, artist Ariana Papademetropoulos, musician Stanislas Klossowski, artist Olimpia Dior, and model Leslie Winer. Together, they play the part of a large, free family, as if come from another era, not hesitating to laugh, dance and kiss without restraint. The guiding thread of the campaign is freedom; the idea of no-age, no-place, of the asocial, explains Alessandro Michele. I imagined a world that was the fresco of a mythological life where the family is a private community with its own social framework, where total freedom of expression reigns and where the roles of people and things are not defined. I imagined the memory of an authentic memory.