Harry Styles is the face of Gucci’s latest fragrance, Mémoire d’une Odeur, which launches today. Combining Roman chamomile and Indian coral jasmine to begin Gucci’s new “olfactive family”, the fragrance is made to “transcend gender or time” and is accompanied by a video campaign by Glen Luchford, starring Styles. “I like a fragrance that has some emotion behind it,” the singer-songwriter exclusively told Dazed Beauty. “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.” As for how he would describe the scent of Mémoire d’une Odeur, which comes in a green, vintage-style bottle: “It smells like what I imagine Joan Didion’s house to smell like.” Take a look behind the scenes of the upcoming film – which also stars designer Harris Reed, Zumi Rosow and Leslie Winer, among others – below.