Gucci dares lovers to choose the unconventional as new Gucci Guilty scents debut


The #ForeverGuilty universe continues to pursue a liberated notion of passion with Gucci Guilty Parfum Pour Homme and Gucci Guilty Eau de Parfum Intense Pour Femme. Launching in January 2022, in time for Valentine’s Day, the scents reinterpret the classic Gucci Guilty fragrances in a move that elevates both the juices and their packaging to higher levels of intensity. For those looking for a declaration of love free from the rules and definitions of society, the two scents are designed to act as emblems of the connection between like-minded, eccentric lovers. In the campaign featuring #ForeverGuilty protagonists Jared Leto and Lana Del Rey, the woody, aromatic, ambery scent for him and the ambery, floral, woody scent for her have been redressed in block metallic shades of dark anthracite and powerful bronze and placed within a new vintage diner setting.

Gucci Guilty Parfum Pour Homme

Gucci Guilty Parfum Pour Homme is a Woody Aromatic Ambery fragrance that magnifies the true essence of the Gucci Guilty Pour Homme signature. A new and intense vision of masculinity, Gucci Guilty Parfum Pour Homme opens with a lighter, milder and more modernised aromatic hook of French Lavandin Abrialis and uplifting Lemon Sfumatrice that combine perfectly with the intensity of Juniper. The true essence of Gucci Guilty Pour Homme is magnified at the heart with the deep ambery signature of Spanish Cistus combined with the floral richness of Orange Flower and a spicy hint of Nutmeg. Finally, the mysterious elegance of Indonesian Patchouli is reinforced with the long-lasting sensation of Dry Woods and Musks.

Gucci Guilty Eau de Parfum Intense Pour Femme

Gucci Guilty Eau de Parfum Intense Pour Femme is an Ambery Floral Woody fragrance that rewrites the Gucci Guilty Pour Femme signature’s essential core. The bold vibrancy of Mandora and the generosity of Lychee come together to modernise the cosmetic touch provided by notes of Violet. At its heart, an audacious floral bouquet of Ylang Ylang and Tuberose is enhanced by the mysterious sensuality of a dark Plum accord. Finally, the empowered woody effect of Patchouli and Vetiver meet the indulgence of Vanilla for a bold, long-lasting feminine signature.

The  Packaging

Designed to belong within the Gucci Guilty universe, the new scents are encapsulated in the distinctive Gucci Guilty silhouettes synonymous with the fragrances. Now, both bottles are fully metallised as the intensity of the juices within are reflected by the scent’s new magnified colours on the outside. For him, the heavy glass bottle is dressed in a dark anthracite, while for her the silhouette comes in a block bronze. Both flacons are finished with a cap of the matching shade and accented with the House’s emblematic interlocking G logo. Inscribed with capital letters, a box in dark anthracite with silver writing finishes his scent, while hers comes in an ivory box with bronze metallic writing.

The Campaign

Captured by photographer Glen Luchford, the new Gucci Guilty scents are represented as part of another unexpected location – the diner – complete with inimitable red booths, wood-panelled walls and shuttered windows. Nestled within one such booth, Gucci Guilty protagonists Jared Leto and Lana Del Rey stare directly out in a challenge that subtly dares the viewer to join them in the celebration of liberty. A special cameo from Courtney Love serves to reinforce this message.