The unisex fragrance from Gucci. For a few years now, and notably driven by designer Alessandro Michele, the house Gucci has demonstrated boundless inventiveness.
The bottle of the unisex fragrance Mémoire d'une Odeur from Gucci. The year 2019 already promises to be one of the most notable for Gucci perfumery. Indeed, the house has just launched a brand new fragrance, particularly bold and surprising. Named Mémoire d'une Odeur, it is designed to belong to no gender and no era. This fragrance is intended for men and women alike, across all generations. Alessandro Michele explains that he tried to design a fragrance that could not be easily identified, a hybrid fragrance that would be as fleeting as a memory. So, how was this idea given form in a bottle?
Mémoire d'une Odeur is given a timeless and universal bottle
Mémoire d'une Odeur is a fragrance that pays no mind to feminine and masculine genders. As a result, its bottle also had to be universal. With it, forget the traditional pink for women and blue for men. Gucci opted for far less standardized colors. The house chose to embody hope through the use of a transparent emerald green. Its shade seems to have come straight out of the 1950s. Paired with a gold color, present on its label and on its cap, the green immediately takes on a royal and imperial air. No one could then assign it a gender or even an era of belonging. Mémoire d'une Odeur has a bottle with a somewhat Art Deco character… Unless its silhouette in fact evokes an ancient column? Ultimately, looking more closely, one will also notice that its cap is inspired by a vintage stereo knob… With this fragrance, everyone is free to let their imagination speak. Everyone can thus give it a more or less distant temporal origin. The bottle of Mémoire d'une Odeur belongs to no era, no gender and no specific culture.
Gucci's Italian imprint emerges in its bottle
While Gucci strove to be as neutral as possible in creating its bottle, it is worth noting that the house nonetheless let its Italian origins resurface. Moreover, it is precisely in Italy that the advertising campaign for this fragrance was filmed, not far from Rome, around the Castello di Montecalvello. In this sense, the bottle of Mémoire d'une Odeur does appear to be inspired by an ancient column. Furthermore, the whole is presented in a green cardboard box, covered with gold stars. This motif is inspired by Giotto's frescoes in the Scrovegni Chapel in Padua.
Finally, while Gucci's bottle has a rather sophisticated and refined appearance, one should not assume it is a restrained and conventional fragrance. It does indeed champion freedom, as shown by its rather uninhibited advertisement. Bringing together 20 different muses, this campaign upends codes, genders and beauty. Undeniably, Mémoire d'une Odeur marks a turning point in Gucci's history.