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Gucci Guilty

Exclusive: Gucci teases its new Guilty fragrance campaign


TextAlex Peters

Lana del Rey and Jared Leto star in the neon-noir Americana world of Gucci Guilty

In November, Gucci announced Lana del Rey would be joining Jared Leto as the face of the brand's iconic fragrance Guilty and now we can exclusively reveal the first look at the new campaign.

From what we can glimpse in the teaser, #ForeverGuilty seems to be set in a neon-noir Americana world where tigers roam the laundromat and ostriches cavort through supermarkets, as women in their kitschy rhinestone-studded finest do their weekly shop. One imagines that this is a world where the moon is always full, the cars are always cherry-red and there’s a rattlesnake around every corner.

Los Angeles landmark Rae’s Restaurant, which was the setting for the famous True Romance diner scene, also makes a cameo in the teaser, as do the two campaign stars of whom we get only tantalising glimpses.

The teaser also reveals, for the first time, the new matching his and her bottle designs for Pour Homme and Pour Femme which were created to reflect the equal standing of the women and men they represent. Pour Femme is reborn as an “Oriental Floral” fragrance with a top note of citrusy mandora smoothed out with bergamot and pink pepper. Lilac, patchouli and amber notes also linger in this rich scent. Pour Homme's classic fragrance, meanwhile, remains unchanged, sharing the pink pepper and patchouli scents of its female companion and also includes notes of cedarwood, neroli and French lavender – the flower original playboy Casanova used to fragrance his love letters.

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