Harry Styles has been announced as the face of Gucci’s new genderless fragrance, Mémoire d’une Odeur.
Styles will star alongside a host of names from the fashion, art, film and music industries, including musician Zumi Rosow, designer Harris Reed, and model Leslie Winer.
Designer by Creative Director Alessandro Michele and Perfumer Alberto Morillas, the scent has been designed to embrace gender fluidity and is another evolution for the fashion house.
Talking about the scent’s development Michele stated it aligned with his 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.”
The collaboration will be the fourth venture for Styles with Gucci, following three fashion campaigns. The scent and advertising campaign will be unveiled in August 2019.