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Harry Styles is the face of Gucci's new fragrance campaign

Harry Styles is the face of Gucci's new fragrance campaign

Style-ish pick

Text: Wei Yeen Loh


What *can't* Harry Styles do?

If you have still yet to develop a crush of epic proportions on former One-Direction-er/heartthrob Harry Styles, now is as good a time as any—whether it's his acute fashion sense that borderlines quirky and campy or his ability to rock a tailored suit with ease.

This time around, Styles is making headlines once again with his favourite brand, Gucci, as the new face of the upcoming fragrance launch, alongside other notable personalities including experimental musician Zumi Rosow, artist Ariana Papademetropoulos, filmmaker and photographer Olimpia Dior, musician Stanislas Klossowski de Rola and more.

 

 

The new fragrance is named Mémoire d'une Odeur, a unisex scent inspired by the idea of memory, as Michele "has imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present." Evidently, the fragrance's gender-fluidity is evidenced by the one-of-a-kind campaign shot by Glen Luchford.

This piece of news was announced shortly after Gucci's Cruise 2020 show yesterday at the Capitoline Museums in Rome (side note: have you seen Michele's pro-choice stance on the runway?). Styles isn't a stranger to Gucci's slew of riveting, out-of-the-world campaigns—this marks his fourth time as the face of a Gucci campaign as he joins the legion of fellow Gucci fragrance faces including Jared Leto, Lana del Rey, and Hari Nef.

Gucci Mémoire d'une Odeur's campaign will be launched this August alongside the fragrance in stores—can you guess the notes of this beguiling scent?

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