Inspired by Alessandro Michele’s vision of an unabashed celebration of individuality and indulgence in life’s pleasures, it’s time to liberate yourself with the iconic Gucci Guilty fragrances.
Inspired by Alessandro Michele’s vision of an unabashed celebration of individuality and indulgence in life’s pleasures, it’s time to liberate yourself with the iconic Gucci Guilty fragrances.
"I just want people to feel free,” says Alessandro Michele, Gucci’s Creative Director. “If you walk along the street, in any city or metropolis of the world, you realise there’s a kind of marvellous anarchy that characterises youth, but also people of all ages.”
This vision of freedom is the driving force behind Michele’s revolution at the storied Italian house, one that is equal parts eclectic, contemporary and romantic. Since taking over the reins at Gucci in 2015, Michele has transformed the House’s attitude into one that soars with the feeling of freedom.
Encompassing the celebration of individuality and the allure of the undefined, Gucci, as we know it today, stands for liberated sexuality. Naturally, this free-wheeling spirit extends into the brand’s best-selling scents: Gucci Guilty Pour Femme and Pour Homme.
Working with renowned director and photographer Glen Luchford, Michele chose Venice to be the backdrop of the new Gucci Guilty campaign. The city that gave rise to Europe’s pleasure-seeking and debauchery of the 18th century, Venice has always been a place where its people had the freedom to embrace their eccentricity and break through social norms.
The campaign stars Jared Leto, Julia Hafstrom and Vera Van Erp, shown sharing intimate moments exploring each other and their surroundings.
Filmed as a series of flashbacks, Luchford captures the modern declaration of self-expression and a new dawn of sexuality through dreamy scenes set against Venice’s opulence and mystery. The hashtag #GuiltyNotGuilty has also been coined as the Gucci Guilty story continues, freed from expectations and rules.
Gucci Guilty Pour Femme stands out with a signature Fougère accord of geranium— commonly found in men’s scents— complemented by delicate lilac flower and sensual amber for a warm and powerful statement.
Gucci Guilty Pour Homme uses the heady orange blossom—typically used in women’s perfumes—accompanied by the refreshing zest of lemon and seductive notes of lavender and patchouli. With their unconventional pairing of fragrance notes, both scents are for the unrestrained, the liberated and those who are truly free.