Its campaign will feature the ex-One Direction band member as well as 20 other cast members
Gucci has revealed the details of its new Mémoire d’une Odeur fragrance, set to launch this month.
The scent is blended with notes of mineral accord, Indian coral jasmine, cedarwood and sandalwood, as well as its key ingredient, Roman chamomile.
Commenting on the new scent, Creative Director, Alessandro Michele said: “When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified, a hybrid scent that resembles memory as much as possible.”
Spanish perfumer Alberto Morillas was responsible for creating the fragrance.
He said: “Chamomile is known all over the world. Everyone has smelt it at some point, but as a dream, a memory of childhood, something timeless and never in a fragrance.
“This flower is much underestimated and is a plant with an exceptional olfactive signature.”
Meanwhile, the scent’s packaging is inspired by one of Gucci’s vintage fragrance bottles.