“I can honestly just describe it as being like the most amazing like kind of family coming together,” Harris Reed tells Vogue
“I just remember the first day we all met, we sat down and literally within an hour and a half we were all laughing, taking the photos and... kissing. It was a really gorgeous, eclectic group of people,” Reed continues. “It was amazing because we all had something in common: we're creatives and we were there with a purpose.”“It was really beautiful because it wasn't like: ‘We're people who are really famous.
Ariana Papademetropoulos, an LA-based portrait artist couldn’t agree more. “I felt like it was a dream! Everyone that works for Gucci are friends and it feels like more like a family than anything else,” she explains. “I never felt like I was working, I felt like I was just spending time with incredible people in a wonderland.
Famously, fragrance campaigns are often textbook: following the standard of a celebrity face, a heteronormative narrative and a stylized imagery centered around a blown-up bottle. And yet here is Gucci’s Memoire, taking a risk with the brand’s most accessible entry point by way of a gender-neutral camomile-heavy scent and an evocative campaign.
“I hope it makes people feel hopeful,” Reed concurs. “Gucci are really making a big statement by putting these people who are all so different and diverse and eclectic in a campaign for a universal fragrance. Its not for one gender and the brand has run for 98 years - this is a monumental milestone within history. I think it is going to hopefully instill a lot of hopefulness in people, really inspire people to just be their full selves.
Zumi Rosow, a self-styled musician and artist, who already lends her name to a Gucci handbag hopes that the inspiration on set translates across in the imagery. “I hope that [people] feel the way I felt when I was shooting it. I want them to feel this sense of openness and connectivity, in a larger word. The word universal sounds sort of cheesy, but I want people to feel a universal connection.
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