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SCMP Style Reporter

Gucci’s bold new Art Wall concept has landed in Hong Kong’s D'Aguilar Street, with one particularly famous face giving us the eye-confectionery we deserve on a night out in Lan Kwai Fong: none other than British singer and actor Harry Styles, rendered on the building-sized mural by the photography of Glen Luchford for the Gucci Mémoire d’une Odeur fragrance campaign.

The campaign, developed by creative director Alessandro Michele with Luchford, a British fashion photographer and film director, explores the fragrance’s ability to send us to another time or another place through the olfactory sense.
Styles joins an eccentric cast of models, musicians and artists on a stroll through wild fields, old ruins and a picnic under the sun in the Gucci Mémoire d’une Odeur fragrance film campaign.
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This unapologetically individualistic mix includes gender-fluid designer Harris Reed, actor and musician Stanislas Klossowski de Rola, designer and musician Zumi Rosow, artist Olimpia Dior and musician Leslie Winer. These multi-hyphenate talents represent the ageless, genderless and inclusive community that Michele touts for his vision of the Gucci fragrance.

On the D’Aguilar Street mural, we see Styles sitting at a picnic with Olimpia Dior and the androgynous Reed in the foreground. Some other Art Walls with the #GucciMémoire treatment feature a more extensive cast.
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Mémoire d’une Odeur was blended by master perfumer Alberto Morillas under Michele’s creative vision, with top notes of Roman chamomile and heart notes of Indian coral jasmine nature print – a note exclusive to the Italian luxury brand – as well as musks that offer depth to the scent. Base notes of vanilla, sandalwood and cedarwood bring further intensity to Gucci’s “universal fragrance”.

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The Mémoire d’une Odeur bottle can be seen on the Gucci Art Wall with a three-dimensional shadow, as if laying on top of the mural. The bottle is inspired by a vintage Gucci perfume from the 90s, with grooves on the light green glass mimicking Ancient Roman columns.
Check out the #GucciMémoire treatment in Manhattan’s SoHo neighbourhood, Milan’s Largo la Foppa, just off London’s Brick Lane, Mexico City’s La Condesa area, Shanghai’s Fengsheng Li and Taipei’s Yongkang Street – as well as on Hong Kong’s very own D’Aguilar Street in Lan Kwai Fong.
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STYLE Edit: Who’s that with Harry Styles on Gucci’s Art Wall in Hong Kong’s Lan Kwai Fong?

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Hong Kong is the latest city picked to host a Gucci Art Wall – following London’s Brick Lane, Shanghai’s Fengsheng Li and Taipei’s Yongkang Street – so now there’s a huge Harry Styles looming over party people in nightlife district Lan Kwai Fong


Hong Kong is the latest city hand-picked to host a Gucci Art Wall – and the installation – so now there’s a huge Harry Styles looming over party people in Lan Kwai Fong
