Gucci Guilty: a new chapter, a new era.
Behind the Gucci revolution lies a new vision. Eclectic, contemporary and romantic. Creative Director Alessandro Michele tells the brand’s story in a different way.
Celebrating individuality and the charm of the indefinite, Gucci portrays an emancipated sexuality.
Defined with passion and authenticity, the House’s state of mind is filled with a sense of freedom.
This story, which began on the catwalk, continues in all sectors of the brand, and will be present in Gucci fragrances, with its most famous signature fragrances: Gucci Guilty for men and for women.
The countryside setting is a pivotal element in evoking Gucci Guilty’s new story.
Chosen by Alessandro Michele, the city of Venice hosts Europe’s oldest carnival, a scene that saw the birth of 18th-century hedonism and debauchery.
It’s a city that, throughout its history, has allowed its inhabitants to be eccentric and transgress social norms, and this aura of freedom still hangs over the streets of the City of the Doges today.
From the misty cobblestone streets to the past opulence of the Baroque palaces where the new era of Gucci Guilty unfolds, Venice is a backdrop of bewitching beauty and mystery.
Photographer and director Glen Luchford has captured this atmosphere.
Filmed as a series of flashbacks, the campaign unfolds a sensual plot, revealing the before and after of an intimate experience shared by Jared Leto and supermodels Julia Hafstrom and Vera Van Erp.
The trio explore each other and their surroundings in an expression of liberated sexuality.
On set, the Oscar-winning actor captured some of the campaign’s dreamy scenes stamped under the hashtag #GuiltyNotGuilty for millions of fans in an exclusive cover for Gucci Snapchat.
Gucci Guilty, fragrances for anarchists, hedonistic libertines and free spirits. #GuiltyNotGuilty
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