Gender neutral everything is the new norm — this too applies to the beauty world where niche fragrance houses first heralded the modern convention. For Gucci, this approach is not new to its fashion arm, as the house has blurred gender lines since the appointment of Alessandro Michele as its creative director. For its beauty department however, the idea of a gender-neutral fragrance is a relatively foreign concept.
“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.”
The Gucci Mémoire d’une Odeur is the new scent that can be worn by both men and women. Its fragrance structure hinges on a new olfactory collective: Mineral Aromatic. The accord harnesses Roman Chamomile as the central structure. Master perfumer Alberto Morilla explains why it was chosen: “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”. Emitting a green, aromatic scent, it has grown in Roman terraces since the 16th and 17th centuries.
The smell of Italian Coral Jasmine Nature Print that’s exclusive to the house adds honeyed notes with a citrus heart. Musk delivers a delicious depth, while sandalwood and cedarwood add woody definition. Vanilla leaves the perfume pleasant and cosy.
Just as outstanding is the flacon. The bottle takes inspiration from a vintage Gucci fragrance Michele found — it’s shaped like a column from an ancient civilisation, topped with a shiny gold cap, and is framed by a printed gold foil. Its accompanying box features Celestial firmaments that are influence by Roman paintings, gothic churches, and the Renaissance.
The campaign is as free-spirited as the perfume itself. Fronted by a diverse group of talents, including Harry Styles, musicians, artists and designers, it was shot in the outskirts of Rome, where the cast frolicked in fields, courtyard fountains, and ruins.
Gucci Mémoire d’une Odeur is now available at all major department stores including Tangs, Takashimaya, Robinsons, Metro, and BHG Bugis.