Harry Styles and Zumi Rosow co-star in Gucci's latest campaign, showcasing the Italian fashion house's Mémoire d’une Odeur fragrance, shot by British photographer Glen Luchford.

Gucci's Creative Director, Alessandro Michele, said 'Everything comes from my obsession with scents: my memory is primarily olfactive so, for me, my sense of smell is my memory... When we began to work on Gucci Mémoire d’une Odeur, I tried to imagine the recollection of a scent that couldn’t easily be identified; a hybrid scent that resembles memory as much as possible'.