Gucci casts ex One Direction band member Harry Styles in new fragrance campaign

The campaign and scent are set to launch in August

Gucci has unveiled its latest campaign for its new fragrance story featuring an A-list cast.

Shot by British photographer, Glen Luchford, the Gucci Mémoire d’une Odeur’s campaign is led by ex-One Direction band member Harry Styles, alongside designer Harris Reed and musician Zumi Rosow.

The concept of the campaign is said to be genderless and ageless in an effort to reflect the spirit of the new scent.

Creative Director Alessandro Michele was responsible for the concept and both the scent, and the campaign are set to launch in August.

Customers will be able to use the exclusive Gucci Mémoire d’une Odeur’s filter after its launch, which will be available on the Gucci app, as well as dedicated gifs inspired by the campaign on Instagram.

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