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Gucci just launched a brand new fragrance and we’re in love with its notes

Introducing you to Memoire D’Une Odeur...
It looks like Gucci has expanded its beauty empire with the launch of its newest fragrance, Mémoire d'une Odeur...

Just when we thought that Gucci already have a lot on its plate, what with the launch of its Diversity Council, the debut of its High Jewellery collection and yet, the Italian brand has had the time to launch a new fragrance, all whilst being the hottest fashion brand in the world.

The Italian luxury label dropped a brand new fragrance today, titled Mémoire d’une Odeur: a new universal scent crafted for both men and women.

The new olfactory family, Mineral Aromatic, has been uniquely put together with a slew of rich notes, fit for the summer. Blended by master perfumer Alberto Morillas, the new fragrance comes with enigmatic ingredients including Roman chamomile, Indian Coral Jasmine, musk, sandalwood, cedarwood and vanilla.

“The musky mineral accord is the keystone of the fragrance: it links all the other olfactive elements together with pure softness,” Alberto Morillas.

The fragrance’s campaign stars brand ambassador Harry Styles, as he leads the cast of talents and models at Canale Monterano. Captured by Glen Luchford, the campaign aims to highlight a free-spirited family making memories together — an idea by Alessandro Michele.

Speaking of the fragrance, Gucci’s Creative Director said: “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.”

Now, in other beauty news, read more about Molton Brown’s fragrance line.