“Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory. I thought that, deep down, perfume is that thing that even with your eyes closed, brings you to a precise moment in space and time. 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,” Alessandro Michele.

Scent is in our subconscious, attached to fragments of moments lived, coloring them with emotions of all-consuming joy, of intense love, or overwhelming sadness. A scent can gift a moment again, so an experience from the past can be relived in the now.

For a new Gucci fragrance story, scent becomes an explorer of the power of memories, bringing them back from the past and making them live in our present. Skipping backward and forward in chronological time, the present and past are connected by a unique bridge that projects directly into the future. Presenting a new universal Gucci scent. A perfume unassigned with a gender or a time. Presenting Gucci Mémoire d’une Odeur.