A celebration of liberty: unveiling the Gucci Guilty campaign starring Jared Leto and Lana Del Rey.
Visiting iconic Hollywood landmarks and quintessential American places, academy award-winning actor and musician Jared Leto and multi-platinum singer-songwriter Lana Del Rey star in the new Gucci Guilty campaign shot by Glen Luchford — featuring a special cameo appearance with Courtney Love.
The new chapter of Gucci Guilty fragrances revels in the notion of men and women who are truly liberated.
#ForeverGuilty presents the story of two individuals who live completely free from life’s expectations, their connection natural and at the same time crazy and eccentric.
From scenes in a motel and the car to the laundromat, the beauty salon, the supermarket and a diner — where Courtney Love makes a cameo turn as a waitress — the #ForeverGuilty campaign takes its name from the famed cemetery Hollywood Forever which also appears as a backdrop.
The Gucci Guilty Pour Homme and Pour Femme fragrances embody this story of being uninhibited. The newly blended Gucci Guilty Pour Femme scent, features notes of Mandora— a fruit found in the Mediterranean island of Cyprus, Lilac and a deep natural duet of Patchouli Oils, which leave a more longer lasting silage — the time the perfume’s fragrance lingers in the air when worn.
An Aromatic Fougère, Gucci Guilty Pour Homme is a member of the first fragrance family invented, now worn by a new generation of scent lovers. Hedonistic and decadent, the scent opens with the piquant spice of Pink Pepper, a fragrance ingredient connected to intense flavor mixed with invigorating Italian Lemon. At the heart of the fragrance, the non-conformist ideals of Forever Guilty coincide with non-conventional fragrance-making using Orange Blossom Absolute, a scent traditionally blended in female fragrances. Other notes include French Lavender, Patchouli and Cedar Wood.
Creative director: @alessandro_michele
Art director: @christophersimmonds
Music: ‘The Swag’ by Link Wray & The Wray Men
Composer: Mark Cooper (aka Milton Grant) and Fred L. Wray Jr.