Over the past few years, Harry Styles has been part of many Gucci ad campaigns, but his latest one is perhaps the most interesting.
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 the singer 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 Styles doesn't participate.
“It transcends gender,” the singer told 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."
As for the name of the new fragrance, the singer explained, "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.
Check out the full video here.