Alessandro Michele Decodes The Latest Gucci Fragrance

01 August 2019
Gucci, Fragrances, Alessandro Michele
Images: Gucci

Harry Styles leads the campaign for Gucci Mémoire d’une Odeur

The subconscious power of scent is celebrated in Gucci’s latest fragrance release, taking the ability to conjure a memory or transport you to a particular time and place with one swift hit. But never mind what we think about it. Allow creative director of the maison, Alessandro Michele and master perfumer Alberto Morillas, to be your guides.

On the inspiration

“Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory. 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.”

On the olfactory notes

“I had to think quite carefully about why Alessandro chose chamomile,” says Morillas. “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.”

On the packaging

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

On the campaign

“The guiding element of the entire campaign is the idea of freedom; the idea of the non-era, the non-place, the non-social. I pictured a world that was a fresco of a ‘mythological’ life in which the family is a private community with its own social framework where total freedom of expression prevails and where the roles of people and things aren’t clear. I pictured the memory of an authentic memory.”