Our generation is one that is unapologetically rebellious and celebrates anarchy. Because we don’t believe in conforming, things like social norms, gender rules and labels don’t mean a thing to us. We are all about passion, indulgence and pleasure. This freedom of hedonistic pursuit has inspired Gucci creative director, Alessandro Michele, to take a new path with one of the brand’s most popular fragrances – Gucci Guilty for him and for her.
The characteristics of passion, sexuality, authenticity, and freedom all form the backbone of the Gucci Guilty campaign. The unapologetic vibe of the generation gives birth to the campaign’s powerful statement, #GuiltyNotGuilty. The campaign visuals follow three people who are reveling in the wake of unbridled sexuality, free from rules and expectations.
Through the lens of Glen Luchford, photographer and director of the #GuiltyNotGuilty campaign.
To evoke the fragrance’s new story, Michele chose to shoot in a baroque palace in Venice, Italy. The city is host to one of the world’s oldest carnivals where – in the 18th century – people would go for unrestrained pleasure-seeking and debauchery. While this took place hundreds of years ago, that aura of liberation and eccentricity still lives in the streets and alleyways of the city.
In the campaign film, shot in a series of flashbacks, Oscar-winner Jared Leto and models Julia Hafstrom and Vera Van Erp move between moments of an intimate experience. Together, the beautiful cast create dreamy scenes with the freedom of their sexual expression, set in a mesmerising world of beauty and mystery.
The fragrances itself – albeit for him and for her – do not adhere to traditional gender-based ingredients. Gucci Guilty for Her uses a fougère accord of geranium that is more often used in scents for men. Gucci Guilty for Him, on the other hand, features feminine orange blossom notes that lend to the scent’s allure. The rest of the for Her fragrance hold notes of lilac and amber, while the for Him fragrance draws you in with lemon, lavender and patchouli.
Watch the full-length Gucci Guilty #GuiltyNotGuilty video starring Jared Leto, Vera Van Erp and Julia Hafstrom below: