Harry Styles Stars In Ad For Gucci's Gender-Neutral New Fragrance


Harry Styles appears in a new commercial for Gucci's new gender-neutral fragrance, Mémoire d'une Odeur – whose name translates to "memory of a scent."

The clip, set to the song "In Every Dream Home a Heartache" by the pioneering British art-rock band Roxy Music, features Harry and a variety of people cavorting among the ruins in the Roman countryside and dancing around a fire. Some of the people wear masks and bizarre clothing, and there's a lot of making out, though Harry doesn't participate.

"It transcends gender," Harry tells Dazed magazine of the new fragrance. "I really like wearing it because it's Gucci's first universal fragrance...It's really fresh to me. Floral, clean, not heavy."

In fact, he claims he wears it "all the time," adding, "I even sleep in it."

Harry adds, "I like a fragrance that has some emotion behind it. The triggering of memories from smell is really strong for everyone. My mother has always worn the same perfume. It smells like roman candles and jasmine. So like anytime I smell it, I feel like a kid again. I feel like everyone has those memories."

According to Dazed, Mémoire d'une Odeur smells like chamomile, jasmine, musk and sandalwood.