With Alessandro Michele at the helm, Gucci has always employed a more is more attitude when it comes to its designs and campaigns.
The luxury brand also has a reputation for recruiting cool celebrity ambassadors (personally selected by Michele of course) for their aptly-named ‘Gucci Gang’, and subsequent campaigns.
But if Gucci fans were worried that Michele's departure in November of 2022 after 20 years with the brand, was going to affect the brand’s aesthetic, they can think again.
Case in point? The latest Gucci Guilty fragrance campaign features a cast of three unlikely characters — Actors Elliot Page and Julia Garner, and the reason Rihanna is pregnant (again) and not in the studio working on her ninth album — A$AP Rocky.
Gucci kept mum on the specific direction and details of the fragrance campaign, and teased the March 1st launch with imagery of the trio looking suave, and shot through a lens that appears to have been smeared with Vaseline.
We had our fingers crossed we were getting a Gucci-fied take on an ‘80s soap opera, but what the brand delivered exceeded our expectations.
Highly stylised fever dreams straight from the mind of Alessandro Michele; past campaigns for fragrances like Gucci Flora and Gucci Bloom have included the likes of Jared Leto, Florence Welch, and Dakota Johnson, among others.
Now that Michele has stepped down from his position as Gucci’s Creative Director (and leader of the Gucci Gang), the brand’s aesthetic has shifted and become more refined under the direction of newly appointed Sabato de Sarno.
In the new Gucci Guilty campaign "Julia Garner, Elliot Page and A$AP Rocky co-create a world of open-hearted bliss" soundtracked by The Harptones 'Life Is But A Dream'.
"In this space of imagination, they celebrate the countless iterations of love, embodying self-acceptance and showing how openness unleashes the purest form of expression," Gucci Beauty explained via Instagram. "Every encounter with the Gucci Guilty Pour Femme and Pour Homme fragrances extends a loving invitation to explore, create, and connect to our truest selves from the safety of our hearts."
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.