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There has been a revival at the house of Gucci. For the first time in a long time (since Tom Ford was at the helm, in fact) the olfactory style of the house is in tune its visual aesthetic. Of course, the fashion has evolved tremendously since then and the bohemian, vintage chic that Creative Director Alesandro Michele has brought to the house has made Gucci THE fashion brand everybody wants. Michele clearly gets perfume, having worked with Master Perfumer Alberto Morillas to create intriguing, on-brand creations such as Gucci Bloom, Gucci Guilty Absolute and now, Memoire d’une Odeur, completely overhauling the way Gucci presents perfume. I for one, am here for it.

Memoire d’une Odeur explores the intrinsic link between memory and scent. For Michele, the scent memory he wished to recreate was that of Roman Chamomile, which takes centre stage in what Gucci are positioning as a “mineral aromatic”. This fragrance, they say, is universal – it’s for everyone regardless of gender or age – and that, my friends, is exactly how every fragrance should be. Memoire d’une Odeur is an unusual, unfamiliar fragrance that conjurs a specific memory for Michele and creates a new one for those who experience it.

Shining the Spotlight on Something Special
Shining the Spotlight on Something Special

In a break from tradition, I’m going to start this review by revealing my thoughts on the scent in question right at the very start, instead of making you wait until the end. So without further ado I must inform you that Gucci Guilty Absolute Pour Homme is absolutely terrific and you need to drag your butts to the nearest department store to sniff it pronto. It is just the type of masculine fragrance the mainstream needs and with so much dreck out there, it really stands out. So yes, Gucci Guilty Absolute is superb and you owe it to yourself to give it a go.

Gucci Guilty Absolute was created by Perfumer Alberto Morillas (CK One, Mugler Cologne and the Mizensir collection ) in conjunction with Gucci’s Creative Director Alessandro Michele. It was created to have a special structure that does not change with develop and instead stays the same throughout. So is what you sniff what you get with Gucci Guilty Absolute or is it something else altogether? Whatever it is, it’s bloody fantastic and the mainstream masculine arena will have a tough job knocking this one from the top spot this year. Bring it on!