Behind the Gucci revolution, a new
vision. Eclectic, contemporary, romantic—creative director Alessandro Michele
is telling a different story about the brand. Celebrating individuality, the
allure of the undefined, Gucci maps an emancipated sexuality. Designed with
passion and authenticity, the House’s attitude is a feeling of freedom.
Beginning on the runway, this story has flourished in every piece of the brand,
and now it transforms Gucci fragrances, starting in September 2016 with its
most successful signature scents: Gucci Guilty for him and for her.
The generation that inspires Alessandro
Michele is characterized by a celebrative anarchy. They don’t believe in
conformity, submitting to labels or to gender rules, breaking free from common
social boundaries. They express themselves however they want, with whomever
they want and passionately explore whatever they want. They are hedonistic
without apology and indulge in life’s pleasures without feeling guilty. They experiment
and enjoy because they feel completely free. This modern declaration of self
expression and sexuality ignites the new chapter of Gucci Guilty. It sparks the
campaign’s powerful statement: #GuiltyNotGuilty and its liberating concept, following
three characters revealing in a new dawn of sexuality, emancipated from
expectations and rules.
“I just want people to feel free,”
Alessandro Michele. “If you walk along the street, in any city or metropolis of
the world, you realize there’s a kind of marvelous anarchy that characterizes
youth, but also people of all ages.”
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| Visit KLCC Concourse to test out the new Gucci Guilty |
Pivotal to evoking Gucci Guilty’s new narrative is the campaign’s setting. Chosen by Alessandro Michele, Venice hosts the oldest carnival, a stage that gave rise to Europe’s pleasure-seeking and debauchery of the 18th century. A city that throughout its past allowed people to be eccentric and transgress society’s norms, its liberated aura still circling its streets today.
From misty cobbled alleyways to the
faded opulence of the baroque palace where Gucci Guilty’s new dawn unfolds, Venice
is a spellbinding backdrop of beauty and mystery. Director and photographer
Glen Luchford captures this mood. Filmed as a set of flashbacks, the campaign
builds sensual intrigue, showing the before and after of an intimate experience
shared by Jared Leto together with models Julia Hafstrom and Vera Van Erp. The
trio explore each other and their surroundings in a liberated expression of
sexuality. On set, the Oscar winning actor captured some of campaign’s dreamy
scenes captioned with hashtag #GuiltyNotGuilty to millions of followers in an
exclusive takeover for Gucci’s Snapchat.
Under the #GuiltyNotGuilty light, the original
Gucci Guilty fragrances embody the new edge of the brand. They signify freedom,
by breaking with traditional male and female fragrance ingredients. Gucci
Guilty for Her is defined by a signature Fougère accord of
geranium, commonly used in men’s scents, while at the heart of Gucci Guilty for
Him the floral, sensual Orange Blossom doesn’t conform to a classic male
fragrance’s notes, heightening the scent’s allure. Intimate and magical Lilac flower laced with
Amber in Gucci Guilty for Her radiates warmth and grace with a powerful lasting
impression. This is a fragrance created for a libertine.
Gucci Guilty for Him opens with invigorating Lemon, and is intensified with seductive
notes of Lavender and Patchouli.
Presenting Gucci Guilty, scents for the
anarchists, for the hedonistic libertines and for those who are truly free. #GuiltyNotGuilty
FOR
HER
Gucci
Guilty EDT 30ml RM239
Gucci
Guilty EDT 50ml RM301
Gucci
Guilty EDT 75ml RM414
FOR HIM
Gucci
Guilty Pour Homme EDT 50ml RM236
Gucci
Guilty Pour Homme EDT 90ml RM319
1 comment
The scent is amazing :). Thanks for review
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