Presenting Gucci Mémoire d’une Odeur, the universal fragrance by Alessandro Michele lead by singer, songwriter and actor Harry styles, depicting a free-spirited family, who embrace life without inhibitions, making memories together.

For this new scent story, the Creative Director has imagined fragrance as an explorer of the power of memories, bringing them back from the past and making them live in our present.

Gucci Mémoire d’une Odeur’s campaign shot by Glen Luchford is a concept by Alessandro Michele that is inclusive, genderless and ageless, reflecting the spirit of the perfume. The cast is shown in diverse settings in the countryside of Rome, dancing, picnicking at sun kissed ruins of Canale Monterano—a village with ruins from the mid 17th century, including a fountain with a lion statue said to be designed by Gian Lorenzo Bernini—and in and around their family home, the medieval Montecalvello Castle.

Harry Styles leads the cast of the family, which includes an eclectic and universal mix of talents and models.

Gucci Mémoire d’une Odeur is an elixir that transcends gender by its individuality, to establish a new olfactive family, Mineral Aromatic. The transcendent accord features unexpected and enigmatic ingredients, and is defined by a note of Roman chamomile.

Symbolizing a starry night sky and the earthly world that gazes up at it in marvel, the perfume’s green box is decorated with Celestial firmaments inspired by the paintings of Roman and gothic churches of the Middle Ages and Renaissance in Europe.