Harry Styles is the face of Gucci’s new gender-fluid fragrance Mémoire d’une Odeur, which comes out in August.

Harry Styles is to front Gucci’s new fragrance launch alongside a host of names coming from the worlds of fashion, art, film and music.

For the campaign, Alessandro Michele tapped Glen Luchford to capture Styles, along with an eclectic mix of individuals including designer and Gucci apprentice Harris Reed, painter and visual artist Ariana Papademetropoulos and musician Leslie Winer.

Masterminded by creative director Alessandro Michele and perfumer Alberto Morillas, Gucci Mémoire d’une Odeur is the first from the house to be designed with gender fluidity in mind.

The scent is said to also align itself with Michele’s vintage references as he “has imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present.”

Gucci creative director Alessandro Michele and Harry Styles at the Met Gala 2019

This campaign will make the fourth for Styles following three tailoring campaigns and was celebrated after the Cruise show with him taking to the stage alongside Stevie Nicks.

Gucci Mémoire d’une Odeur marks another area of expansion for the house in 2019. Earlier this month, to coincide with the Met Gala, co-hosted by Gucci, the Italian fashion announced the reimagination of its beauty offering. This week Gucci Beauty relaunches under the creative direction of Alessandro Michele beginning with 58 lipsticks available in 38 shades.

Gucci Mémoire d’une Odeur will be available starting from August 2019 and the advertising campaign will be unveiled that month too.

 

Gucci begins its new beauty story from the lips