Gucci’s New Perfume Ad, Fronted By HarryStyles, Is Subverting An Outdated Genre, Writes vicparsons_
BYA stream of people skip uphill through long, sunlit grass to a crumbling Italian castle. 'In every dream home, a heartache,' sings Roxy Music.
Unusually for the world of 'unisex' or 'gender-neutral' perfumes, which can, at times, feel quite unsexy and contrived, the minds behind Memoire have managed to market it in a way that feels genuinely celebratory of all genders. Harris Reed, a queer designer and friend of Styles who was in the campaign, says that the Memoire shoot was 'one of the most diverse casts I’ve worked with – in terms of professions, race, sexuality...' The diversity of the cast is certainly a step forward in the context of the beauty industry – and perfume advertising more specifically – although the majority is white and all are able-bodied.
What sets Memoire apart from other 'gender-neutral' fragrances is its authenticity. This does not feel like an insincere attempt at inclusivity – and the gender non-conforming, genre-blurring people straddling each other naked in the Italian fields are not trying to assimilate into ‘straight’ society.The Bacchanalian vibes of the advert are important, too. 'To tackle big issues like this on a global scale you have to have that beauty, that playful attitude,' Reed says.
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