See the sun-drenched campaign here ☀️ via AnotherMan
, which launches today. Combining Roman chamomile and Indian coral jasmine to begin Gucci’s new “olfactive family”, the fragrance is made to “transcend gender or time” and is accompanied by a video campaign by Glen Luchford, starring Styles. “I like a fragrance that has some emotion behind it,” the singer-songwriter. “The triggering of memories from smell is really strong for everyone.
My mother has always worn the same perfume. It smells like roman candles and jasmine. So like anytime I smell it, I feel like a kid again. I feel like everyone has those.” As for how he would describe the scent of Mémoire d’une Odeur, which comes in a green, vintage-style bottle: “It smells like what I imagine Joan Didion’s house to smell like.
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