Sat. Feb 16th, 2019

Lana Del Rey and Jared Leto Team Up for Gucci Guilty’s New #ForeverGuilty Campaign

Birthed in 2010 and now a House legacy, the Gucci Guilty perfume has advanced over time and the time has come for its new chapter. Whatever you want to name it—remake, revamp, revival, reawakening, reboot—a whiff of contemporary scent is inevitably in retailer for this pristine starting of the well-loved and iconic fragrance.

The thrilling story opens with a lavish world marketing campaign, synchronising with Gucci’s ongoing renaissance below the artistic course of Alessandro Michele. A real maverick who has ushered in a brand new angle for the Gucci universe, his redefined narrative for the House is refreshingly inclusive—pushed by a nonconformist and emancipated imaginative and prescient, and unfettered by guidelines, labels and boundaries.

The Spirit

A contemporary declaration that espouses self-expression and fearlessness, and celebrates the enjoyment of being actually liberated. Encapsulated by the powerfully loaded assertion #ForeverGuilty, it’s an ironic play on the phrase “guilt” of being led by a guilt-free sensibility—free to be whoever you wish to be and to do no matter you want in life and love.

The Setting

Entering into a brand new episode of expression, Gucci Guilty for males and ladies are fantastically united within the #ForeverGuilty marketing campaign. The story begins in Los Angeles, a spot the place desires and actuality get pleasure from a magical dalliance, and the place the proper and the imperfect create a fascinating tapestry of life. In this melting pot of cultures, eclecticism is feted and persons are accepted as they’re.

The Cast






Jared Leto and Lana Del Rey entrance the brand new #ForeverGuilty rendition of Gucci Guilty. Life meets artwork right here as the 2 daring and gifted artists identified for their individualistic sensibilities and decisions now pair up as a display duo within the marketing campaign. Portraying the epitome of Hollywood retro glamour, Del Rey enjoys a lighthearted romp across the City of Angels along with her Gucci Guilty associate and freewheeling kindred spirit, performed by the artistic and intrepid Leto. Courtney Love joins them in a cameo position, showing as a waitress in a diner—the quintessentially mid-century Rae’s Restaurant with its brilliant pink cubicles—the place Del Rey and Leto’s characters hang around.

The Storyboard






Director Glen Luchford captures a day within the lives of Gucci Guilty’s carefree, offbeat couple. Against the plush cityscape of Los Angeles that includes the essence of Americana with scenes in a motel, automotive, laundromat, magnificence salon, grocery store and diner, the journey showcases the protagonists’ bohemian tendencies in dwelling their lives outdoors of social conformism, whereas evoking playfulness and a candy sense of nostalgia. Topping off the cinematic backdrop are iconic Hollywood landmarks such because the famed Hollywood Forever Cemetery, replete with verdant grounds and ostentatious tombstones, and which additionally provides the marketing campaign its #ForeverGuilty moniker. Last however not least in true Gucci vogue, the surreal look of an assorted menagerie—a tiger, ostrich and snake—provides a quirkily charming impact.

The Bottle

Gucci Guilty Pour Femme and Pour Homme come into alignment with a change of the previous’s bottle silhouette to echo that of the latter, in sync with the borderless realms for males and ladies within the new Gucci paradigm. The slender, sensuous form is wrapped in gold-hued metallic with an identical cap, an ideal match with the rose-tinted fragrance inside for the Pour Femme that is available in matte ivory packaging stamped with gold interlocking G logos. In parallel vogue, the Pour Homme’s gunmetal-clad bottle and cap complement the nice and cozy purple-gray scent, boxed up in silver-logoed black packaging.

The Scents

Gucci Guilty Eau de Parfum Pour Femme

The embodiment of liberty is what Gucci Guilty stands for. For its new temper headlined by the #ForeverGuilty episode, the Gucci Guilty Pour Femme undergoes a rebirth. Morphing from the unique eau de toilette right into a vibrant and noble eau de parfum, the Oriental Floral model is now stronger and extra intense, and softly enriched with superior floral notes and pure fragrances.

It opens with high notes melding contemporary citrusy mandora with the smoothness of pure bergamot and pink pepper. At the center of the evocative fragrance lies a posh and nuanced bouquet lent by lilac, with contrasts of rosy and violet notes and layers of geranium oil. Defining the EDP is its enduring high quality made up of a deep, pure base from a duo of patchouli oils—Patchouli Coeur and Patchouli oil Micro-Distillation—fused with ambery notes. The use of pink pepper, historically present in masculine scents, echoes Gucci Guilty’s embrace of the notion of gender fluidity on this eau de parfum that transports you again to the romance of old-school, classic Hollywood with a contemporary, sensual twist.

Gucci Guilty Eau de Toilette Pour Homme

A basic from Gucci’s first perfume household to be created, this Aromatic Fougère evokes decadence and hedonism. Opening with the fervency of pink pepper, the eau de toilette is invigorated by Italian lemon notes. In the identical vein as its Pour Femme counterpart that blurs the gender-specific divide, the center of the Pour Homme eau de toilette is created with substances related to romantic, female-centric beliefs—orange blossom absolute, white floral with honey tones, neroli and French lavender—in encapsulating the unconventional notion underlying each #ForeverGuilty and Gucci Guilty’s philosophy of perfume-making.

To spherical off this intriguing, mysterious scent is patchouli with hints of leather-based, inexperienced, woodiness and incense-like qualities, underscored by wealthy and resolute cedar wooden for an unforgettable end to a perfume that juxtaposes the irresistibility of the previous and current; female and masculine; conference and idiosyncracy.

#ForeverGuilty Campaign video now on www.gucci.com

This article was initially written by Tan Siok Hoon from L’Officiel Malaysia.
Images and video courtesy of Gucci.

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