Julia Garner, Elliot Page and A$AP Rocky are getting together for a fantastical fever dream, courtesy of Gucci Beauty. The campaign, shot by photographer Glen Luchford, emanates vintage Hollywood’s charm amidst themes of intimacy, friendship and connection. An allusion to the allure of Gucci’s growing Guilty line, the campaign is an ode to self-acceptance, friendship, and love in all its forms. Drawing inspiration from the fragrance, a rumination of “self” and one’s identity, the Guilty campaign echoes acceptance and authenticity at its core.
Self-love is centric to the campaign, with the fashion house employing an all-star cast comprising accomplished and diverse Hollywood favourites. Garner, Page and Rocky, strip their accolade-heavy surfaces—among the three, they respectively field: a Grammy Award nomination, Emmy Award win, and Oscar nomination—to bare all emotionally. Subtextual sensualities are diffuse in the short film, as connotative touches, glances, and tears, are exchanged in the 90 seconds. Scored with The Harptones’s “Life is But A Dream”, the film echoes a notion of idyllic poignancy in a utopia-esque state, recalling the emblematic fragrance’s associations with freedom, expression and self-identity.
Set with glamorous chandeliers and plush carpets, the art deco set channels an affluent magnetism, echoing the vibe of Gucci Guilty’s sleek, metallic vessels. Glazed and gauzy, the Gucci Guilty Pour Femme range—of Pour Femme, Intense Pour Femme and Eau De Toilette Pour Femme—is incandescent in a rose gold finishes. Reimagined to reflect equality in coexistence, the flacon is designed to echo a delicate silhouette, mirroring its Pour Homme counterparts. The Pour Femme line is imbued with notes reminiscent of liberation and femininity, thanks to its sparkling citrus introduction. Paralleling an illuminating invitation, Pour Femme and Eau De Toilette Pour Femme houses refreshing notes of mandora, pink pepper, warmed by the base of patchouli and amber. For those seeking an elevated iteration of the original, The Intense Pour Femme fragrance is rewritten at its core, with amplified notes of amber and wood.
True to its campaign’s retro setting, the Pour Homme line taps into ’70’s established ingredients for a spice-rich harmony. Aromatics take a front seat here, as the nodes of chili pepper and fresh rose provide woody, spicy tones. Gucci Guilty Parfum Pour Homme is a woody aromatic ambery fragrance, opening with a light modernised aromatic hook of French Lavandin Abrialis that combines perfectly with the intensity of juniper. A treat for the olfactory senses, the Black Pour Homme fougere draws onto green coriander and lavender to invigorate. Like its EDT variant, Black Pour Homme breaks convention by engaging orange blossom absolute, a classic olfactory note synonymous with romance and innocence. Typically utilised in more feminine scents, the Guilty line subverts industry practices of gendering notes, to create a unique, beguiling blend. Steel-hued finishes and a balance of opacities, the casing of the Pour Homme line reflects the fragrances within, again calling onto the notion of self-identity.
Catch Garner, Page and Rocky getting intimate in the campaign film below.