Gucci Guilty is the perfume for the City of Stars
Jared Leto and Lana del Rey revolutionise LA with Gucci’s new launch
What happens when you mix two superstars like Lana del Rey and Jared Leto, with a tiger, a captivating fragrance and the colours of Los Angeles? Gucci accepted the challenge to solve this question with the launch of Gucci Guilty For Him and For Her fragrances. They created #ForeverGuilty, a short film that showcases an array of symbols, a visual trip to the heart of the American Spirit, which shines in saturated colours. Sensual and uninhibited. Forever charismatic.
Directed by Alessandro Michele, Creative Director at Gucci, #ForeverGuilty presents the story of two individuals who live completely free from life’s expectations. The short film features conventional scenarios in which the stars play two enthusiastic characters who enjoy being noticed in ordinary places. They go grocery shopping (with an ostrich!), visit a laundromat (with a tiger!), and bump into Courtney Love (as a waitress!). This is Hollywood, and anything can happen in the City of Stars.
Alessandro Michele reconstructed the concept of ‘being different’ to the norm. This unusual story could only be played by a handful of artists, and very few Angelenos are as representative of LA as Jared Leto and Lana del Rey.
Academy award-winning actor and musician Jared Leto, and multi-platinum singer-songwriter Lana Del Rey, star in the new Gucci Guilty campaign. For this campaign, the singer is glamorous and ethereal, the perfect counterpart to Jared Leto’s free spirit. They play two individuals who live their lives and loves outside of the social norms, visiting quintessential American locations like a motel, a laundromat, a supermarket, the highway and a diner.
Gucci’s new line Guilty is the fragrance for those times in life that can take us beyond the routine of city life. The everyday urban experience that can never be good enough to convince you to leave your travelling spirit behind. These fragrances are the inspiration that energises you to pack a suitcase and travel in search of new horizons, always loyal to your non-conformist essence.
Gucci Guilty For Her features notes of Pink Pepper and mandora, a fruit found on the Mediterranean island of Cyprus. Gucci Guilty For Him also opens with the piquant spice of Pink Pepper and Italian Lemon. Two perfumes that evoke both the Mediterranean and the spirit of LA. An invitation to embark upon a forever lasting travelling experience, as you can now find these scents in any duty free store around the world. To live is to travel.