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
Isamaya
ISAMAYA is opening a pop-up in London and you could be the first in Beauty news
leodazed
Make-up artist Leo Chaparro’s bold beauty looks will captivate you Spotlight
Tommy cash Michele Lamy rick Owens
Tommy Cash just went full Lady Godiva at the Rick Owens show Beauty news
a76f10cda26ee2f7c65c0a9bf04dd0ef
The radical history of the queer fat liberation movement Beauty Feature
247974600_620027295846887_6789995735621464353_n
Be gay, read books: Aesop’s free Queer Library is back Beauty news
Perfect workout
The rise of FHA: how workout culture is costing women their periods Beauty Feature
Collage Maker-21-Jun-2022-02.09-PM
Reviewing the best (and worst) curly hair shampoos and conditioners Tried and Tested
lydia deetz hair
Can we talk about Beetlejuice bangs? Beauty news
martine rose ss23 beauty
Granny punk at Martine Rose is the standout beauty look from LFW Men’s SS23 Backstage
Joey Choy make-up shoot
This beauty shoot puts a modern spin on traditional Geisha make-up Photo story
Tattooed sailors
Queer tattoos: the people wearing pride on their sleeves Beauty Feature
glossier kkw
KKW Beauty, Glossier and the beauty vibe shift Beauty Feature
Lucie Rox, WATER••COLOUR [2021]
Crystabel Riley is forging her own green path through the beauty industry Spotlight
AZ3A1415
I had my hair analysed at a salon from the future and it fixed the damage Tried and Tested
thumbnail beauty final (1)
Five rising TikTokers that are transforming the face of beauty online Beauty news
Isamaya
Inside Isamaya Ffrench’s highly anticipated new beauty brand, ISAMAYA Beauty Rising