We’ve harped on about the ability of scent to evoke strong memories and transport you to a previous time and place before. Launched in 2019, Gucci Mémoire d’une Odeur aims to transcend gender and time altogether, breaking down the barriers of our memories and bringing them forward to live in the present. Designed by the Italian fashion house’s creative director Alessandro Michele, Mémoire d’une Odeur is a unisex fragrance, or in Michele’s words, “a perfume unassigned with a gender or a time”.
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Initially released through a campaign featuring singer songwriter Harry Styles and other creatives like designer and musician Zumi Rosow, artist Olimpia Dior, and designer Harris Reed dancing, frolicking, kissing, and languishing in fields and castle ruins on the outskirts of Rome, Gucci Mémoire d’une Odeur puts forward the concept of being free to live a louche lifestyle and create beautiful memories.
Housed in a bottle that harkens back to the columns of ancient Greece, as well as Gucci perfume bottles of the 90s, Mémoire D’une Odeur opens with dramatic top notes of chamomile (the fragrance’s central ingredient); a herbal, green aromatic scent that dries down and softens to make way for floral notes of jasmine. A base of vanilla, cedarwood, and sandalwood provide a backbone for the lingering note of chamomile that never quite disappears.
While we wouldn’t go quite as far as Alessandro Michele to say that Gucci Mémoire d’une Odeur “establish[es] a new olfactive family, Mineral Aromatic,” the fresh, herbal, lightly mineral scent is a distinctive, sensual fragrance that works well with the natural scent of your skin, making it an intriguing fragrance for every gender.
Words by AR Staff