GUCCI has unveiled a series of awe-inspiring murals as part of its Gucci Mémoire d’une Odeur fragrance campaign, replete with sky-high depictions of Harry Styles, Zumi Rosow, Ariana Papademetropulis, Stanislas Klossowski de Rola, Olimpia Dior and Leslie Winer.
The Gucci Mémoire d’une Odeur fragrance mural in London
The fragrance is a celebration of modern transcendence, blurring the lines of gender and time with floral visuals that evoke the hope of springtime growth – a welcome diversion from the winter freeze.
The Gucci Mémoire d’une Odeur fragrance mural in Hong Kong
Developed in collaboration with photographer Glen Luchford, Gucci head honcho Alessandro Michele wanted the campaign to explore the process of bringing distant, treasured memories into the present, melding the past with modern utopian ideals of genderless, ageless inclusion.
The Gucci Mémoire d’une Odeur fragrance mural in New York
Launching this month, the #GucciMémoire campaign will feature on Gucci Artwalls in the following locations: Lafayette Street, in Manhattan’s SoHo neighbourhood; Milan’s Largo la Foppa, in the district of Corso Garibaldi; just off East London’s famous Brick Lane; Mexico City’s Avenida de Michoacán, in the La Condesa area; Shanghai’s Fengsheng Li, in Jing’an District; Hong Kong’s D’Aguilar Street, in Lan Kwai Fong; and Yongkang Street, in Da’an District, Taipei.
by Charlie Navin-Holder
#GucciMémoire