The concept of memories has inspired Gucci’s newest fragrance, Mémoire; d’une Odeur, created by Alessandro Michele, who says it is a ‘hybrid scent that resembles memory as much as possible’.

 

“Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory,” says Gucci’s Creative Director.

 

“I thought that, deep down, perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time. When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified; a hybrid scent that resembles memory as much as possible.”

 

Gucci Mémoire d’une Odeur ‘transcends gender by its individuality’, thereby establishing a new olfactive family; Mineral Aromatic. The’ transcendent accord’ features unexpected ingredients and is defined by a note of Roman chamomile.

 

ROMAN CHAMOMILE

“Alessandro Michele envisioned this particular flower inside the scent, blended by master perfumer Alberto Morillas,” says Gucci fragrances parent company, Coty.

 

Gucci Mémoire d’une Odeur’s Roman chamomile blends with Indian Coral Jasmine petals, ‘precious musks and noble woods’ including sandalwood and cedarwood.

 

“The musky mineral accord is the keystone of the fragrance: it links all the other olfactive elements together with pure softness,” Alberto Morillas.

 

“I had to think quite carefully about why Alessandro chose chamomile. When I started to work with the scent of chamomile itself, then I understood. No one had done it before.

 

“Chamomile is known all over the world. Everyone has smelt it at some point, but as a dream, a memory of childhood, something timeless, and never in a fragrance. This flower is much underestimated and is a plant with an exceptional olfactive signature.”

 

VINTAGE FLACON

The flacon has been inspired by a vintage Gucci fragrance bottle, ‘grooved like a column from an ancient world’, made from transparent light green glass, with a shiny gold cap.

 

“The packaging comes from the past, inspired by an old Gucci perfume from the early 90s,” adds Michele.

 

“I didn’t want the bottle to take on a shape or size that is too feminine or too masculine because the perfume could be very much for women or very much for men.”

 

The advertising campaign features a cast – lead by singer, Harry Styles – of models, actors, musicians, artists and designers thrown together in what it meant to represent a sort of ‘free-spirited’ family.