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Must Read: Harry Styles to Front New Gucci Fragrance Campaign, Navigating the New Rules of Influencer Marketing

Plus, Revolve sets terms for $200 million IPO.
Alessandro Michele and Harry Styles in Gucci at the 2019 Met Gala. Photo: Jamie McCarthy/Getty Images

Alessandro Michele and Harry Styles in Gucci at the 2019 Met Gala. Photo: Jamie McCarthy/Getty Images

These are the stories making headlines in fashion on Wednesday.

Harry Styles to front new Gucci fragrance campaign 
Harry Styles is the face of Gucci's new gender-fluid fragrance Mémoire d'une Odeur, which comes out in August. For the campaign, Alessandro Michele tapped Glen Luchford to capture Styles, along with an eclectic mix of individuals including designer and Gucci apprentice Harris Reed, painter and visual artist Ariana Papademetropoulos and musician Leslie Winer. {British Vogue

Navigating the new rules of influencer marketing
The social landscape is shifting as our feeds become increasingly saturated by sponsored posts and inauthentic sales pitches. As such, brands must think up new ways to start conversations and generate value for social audiences that go beyond paying a macro influencer a large sum to post about a tummy-slimming tea. One such way is to turn transactions into long-term partnerships, such as Aimee Song's 50-piece apparel collection with Revolve. {Business of Fashion

Revolve sets terms for $200 million IPO 
Revolve and all of its Coachella-ready crop tops are coming for Wall Street. On Tuesday, the company set its initial public offering price at $16 to $18 a share. At the midpoint of the proposed range, Revolve would be valued at $1.2 billion and the IPO would raise $230 million. About $43 million of that would go directly to the company, which plans to use $40.8 million to buy 2.4 million shares of its common stock from investors TSG and Capretto. {WWD

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Native Americans offended by the appropriation and commoditization of smudging
There are hundreds of federally recognized Native American tribes in the U.S. that burn a wide variety of dried plants for smudging practices. California tribes use white sage or salvia apiana, which has become the most popular for smudging among non-Native people and is often found in curated spiritual wellness kits. Now, Native Americans are calling out beauty and wellness companies for cultural appropriation and for the commodification of their prayer rituals. {Beauty Independent} 

Chanel's Métiers d'Art show is returning to Paris 
Chanel is staying local for its next Métiers d'Art show, according to a statement issued by the house. In the past, the collection has traveled to the Metropolitan Museum of Art in New York and Karl Lagerfeld's native Hamburg, Germany, but this year the line will be shown in Paris on Dec. 5. The anticipated collection will also be the first designed exclusively by Virginie Viard. {WWD

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