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
glasses are forbidden japan women ban
#GlassesAreForbidden: Female workers in Japan protest rule banning glasses Beauty news
Isamaya Ffrench Jermaine
Learn how to create these experimental make-up looks with Isamaya Ffrench Beauty news
Huda
Huda Beauty is coming to London with its first-ever pop-up store Beauty news
sweetmutuals instagram make-up artist rina sawayama
@sweetmutuals is the eclectic MUA artist captivating IG with her beauty Beauty Feature
Sacred Gold
Curated ears and more of the biggest piercing trends for 2020 Beauty Feature
Af4KZ-1
What will designer babies look like in the future? Think piece
mary_dav tribal tatto tramp stamp make-up
Calling all spooky bitches! Try this dark beauty trend post-Halloween Beauty Trends
ZitSticka We Got You
Ashley Armitage’s new campaign is a joyful, authentic depiction of acne Beauty Feature
Greentea Peng
Tattooed, lip gloss-obsessed singer Greentea Peng keeps her beauty natural Beauty Feature
female orgasm mila kunis sex
Is faking an orgasm anti-feminist? Think piece
Rosalia
Rosalía has declared monobrows cool in ‘A Palé’ video Beauty news
Darby Woodlief
MUA Darby Woodlief creates ‘ugly’ beauty using paint and food scraps Makeup artist
troubleman31_71044995_2537412826328073_84021720329
T.I. – please leave your daughter’s hymen alone! Beauty news
princess gollum transhuman future 3D art
The transhuman future is here Beauty Feature
Joey Choy
Joey Choy is the Val Garland-trained artist creating fun, vibrant looks Spotlight
lewishermo1 by
Watch ‘Hermaphrodite’ – a visceral music video directed by Fecal Matter Beauty Feature