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beauty
MEMORY CARD
Scent can evoke powerful memories, but when formulating Gucci Mémoire d’une Odeur
($148 for 100 mL), the Italian brand’s first fragrance designed without a gender in mind,
creative director Alessandro Michele wanted something that would be challenging to
recognize—untethered to a particular place or time. His solution: Roman camomile.
“No one had done it before,” says perfumer Alberto Morillas of using the flower (which
he calls “much underestimated”) as a defining note in the fragrance. It’s blended with
jasmine, musk and woody notes, and the resulting scent is in a category of its own—much
like, you could argue, the campaign’s thoroughly modern front man, Harry Styles.
For details, see Shopping Guide.