Harry Styles Stars in Gucci's Memoire D'Une Odeur Fragrance Campaign

Harry Styles is featured in a new campaign!

The 25-year-old singer-songwriter and actor appears in the ad for Gucci’s Memoire d’une Odeur fragrance, which was unveiled on Thursday (August 1).

The scent is described as “an elixir that transcends gender by its individuality, to establish a new olfactive family, Mineral Aromatic.”

“The guiding element of the entire campaign is the idea of freedom; the idea of the non-era, the non-place, the non-social. I pictured a world that was a fresco of a ‘mythological’ life in which the family is a private community with its own social framework where total freedom of expression prevails and where the roles of people and things aren’t clear. I pictured the memory of an authentic memory,” said Gucci creative director Alessandro Michele.

The campaign also includes designer Harris Reed, designer and musician Zumi Rosow and artist Ariana Papademetropoulos among many other models and creatives.