Pin It
Gucci Guilty Lana del Rey Jared Leto

Lana del Rey and Jared Leto star in Gucci’s freewheeling Americana world


TextAlex Peters

The new campaign for Gucci Guilty fragrance is here

Over the weekend we revealed an exclusive teaser for the new Gucci Guilty fragrance campaign and now we can share the full director’s cut.

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 Romance diner 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

Read Next
The Nu Co Mind Energy Fragrance
Will this fragrance clear our pandemic-induced ‘brain-fog’? Beauty Feature
Screenshot 2021-10-22 at 15.17.43
Chella Man makes history as the first trans masc face of YSL beauty Beauty news
THE UNSEEN Beauty’s SPECTRA 15
THE UNSEEN launch into beauty with the world's first dual reality makeup News
Billie Eilish debut fragrance
Billie Eilish’s ‘favourite smell in the world’ could soon be yours Beauty news
Kanye West unusual hairstyle
Kanye West celebrates his official name change by hacking at his hairline Beauty news
Ariana Grande r.e.m Beauty
Ariana Grande’s r.e.m Beauty shares cryptic hints about the collection Beauty news
Rihanna – autumn 20214
A step-by-step guide to recreating Rihanna’s rainbow Dazed cover look Beauty Feature
TikTok lube as primer
Help! TikTok MUAs are using lube instead of make-up primer Beauty news
Lena Dunham addresses wedding body shaming
Lena Dunham addresses ‘gnarly’ body shaming comments on her wedding photos Beauty news
Gwyneth Paltrow Goop
Wolverine claws and touchless orgasms: a first look at Sex, Love, and Goop Beauty news
Pa Salieu – autumn/winter 2020
Dat Barber Nat is keeping the fashion industry trimmed and fresh Beauty Feature
Libra_Stars
October 2021 horoscope: find love and peace this Libra season Horoscopes
Bella Hadid
Centuries later, gold skincare is making a comeback Beauty Feature
Botox and filler
England bans under-18s from Botox and fillers to prevent harmful treatments Beauty news
Azealia Banks
Azealia Banks has dropped a ‘Fuck Him All Night’ perfume Beauty news
Cellular MD skin
What is cellular beauty? The beauty trend getting under your skin Beauty Feature