A$AP Rocky, Julia Garner and Elliot Page star in new Gucci Guilty campaign

By Faye Bartle |

Gucci Guilty

The #GUCCIGUILTY campaign starring A$AP Rocky, Julia Garner and Elliot Page.

Gucci has revealed that Grammy Award nominated musician A$AP Rocky, Golden Globe and Emmy Award winning actress Julia Garner, and Oscar nominated actor, director, and producer Elliot Page are the new faces of Gucci Guilty fragrances.

The talented trio star in the new #GUCCIGUILTY campaign, which has been shot by Glen Luchford.

Amplifying the fragrance collection’s bold authenticity, the campaign sees Rocky, Garner and Page personify an ‘ode to self-acceptance, friendship and love in all its forms through a story of tenderness, imagination, and curiosity’.

The captivating new campaign, described as ‘bold and tender at the same time’, places its protagonists in a domestic setting in which they co-create ‘a world of open-hearted bliss’ and close in on ‘magnetic moments of connection’.

They gaze at one another, dance, laugh and let themselves be seen and accepted.

In this space of imagination, they ‘celebrate the countless iterations of love, embodying complete self-acceptance and showing how openness unleashes the purest form of expression’.

As such, the campaign conveys a sense of inviting the viewer home – a metaphorical place where we are ‘free to accept who we are and let our authentic selves be seen’.

Gucci Guilty

A closer look at the new campaign. 

Created by Gucci Beauty, part of Coty, the Gucci Guilty collection of fragrances are emblematic of the House.

Gucci Guilty Pour Femme and Pour Homme – ‘fresh, complex, and uninhibited blends of enduring sensuality’ – take a starring role alongside the talent in the new campaign.

Gucci Guilty Eau de Parfum Pour Femme has a rich, refreshing energy of ‘liberation’, featuring a blend of mandora, pink pepper, lilac and patchouli.

Gucci Guilty Eau de Toilette Pour Homme takes it cue from non-conventional fragrance-making, utilising orange blossom absolute (a scent traditionally used in female fragrances and known as a symbol of romance and innocence) to create a blend of ‘pure magnetism and self-love’.

Steeped in perfumery heritage, the modern iteration breaks with convention through its unexpected use of spice and richness, with top notes of Italian lemon and sparkling pink pepper leading the way to a heart of neroli, orange blossom and French lavender on a base of patchouli, leather and incense, embraced by cedar wood.

Also appearing in the campaign are: Gucci Guilty Eau de Toilette Pour Femme (the original distinctive amber floral accord defined by mandarin, lilac and patchouli notes); Gucci Guilty Eau de Parfum Intense Pour Femme (an ambery floral woody fragrance that’s an intense take on Gucci Guilty Pour Femme’s signature essential core); Gucci Guilty Eau de Parfum Pour Homme (a reinterpretation of the original scent with chilli pepper and fresh rose); and Gucci Guilty Parfum Pour Homme (an intense version of Gucci Guilty Pour Homme’s signature essential core).

Designed to mirror each other in sleek symmetry, the Gucci Guilty bottles are crafted in shimmering gold for the Eau de Parfum Pour Femme and metallic grey for the Eau de Toilette Pour Homme.

Mirroring the fragrances within, the same design is reinterpreted in different shades and finishes in the other scents from the range.

Portraits by Michael Hauptman.

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