Starring Lana del Rey and Jared Leto, the campaign follows the two stars across ultimate freewheeling Americana settings – the motel, the laundromat, the diner, the beauty salon – as well as classic Los Angeles landmarks: Rae’s Restaurant, backdrop to that True Romancediner scene, and Hollywood Forever. The famous cemetery has played a large part in the story of the fragrance, inspiring the campaign name #ForeverGuilty and providing the spooky location for the party Gucci held to announce Lana del Rey as the new campaign face.
Shot by Glen Luchford with art direction from Christopher Simmonds, the campaign sees Lana del Rey resplendent in her green-belted jumpsuit, rhinestone-studded finest, and Jared Leto as they live their life outside of social conformism. In a world where tigers roam the laundromat and ostriches cavort through supermarkets, the cars are cherry-red, the waitress is Courtney Love, and there’s always a rattlesnake on TV.
With their new matching his and her bottle designs, Pour Homme and Pour Femme reflect the equal standing of the women and men they represent. Pour Femme has been 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 including notes of cedarwood, neroli and French lavender – the flower original playboy Casanova used to fragrance his love letters.
Gucci Guilty Pour Homme and Pour Femme are now available at Selfridges