New Gucci Guilty Campaign Stars A$AP Rocky


A$AP Rocky, Julia Garner and Elliot Page star in the new campaign dedicated to the House’s emblematic fragrances

An ode to self-acceptance, friendship, and love in all its forms, Gucci Guilty relaunches with a campaign that is both bold and tender at the same time. Led by Grammy Award-nominated musician A$AP Rocky, Golden Globe and Emmy Award-winning actress Julia Garner, and Oscar- nominated actor, director, and producer Elliot Page. Shot by Glen Luchford, the campaign invites each of us home – a metaphorical place where we are free to accept who we are and let our authentic selves be seen.

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. The iconic Gucci Guilty fragrances–fresh, complex, and uninhibited blends of enduring sensuality–continue to inspire new ways of living authentically.

The New Campaign

Rocky, Garner, and Page co-create a world of open-hearted bliss in the new campaign, set in a domestic setting where the three close in on magnetic moments of connection. They gaze at one another, dance, laugh, and cross the threshold of letting themselves be seen and accepted, creating an ambiance of ease and embracing all that comes up with curiosity and care.

In this space of imagination, they celebrate the countless iterations of love, embodying complete self-acceptance and showing how openness unleashes the purest form of expression.

The Fragrances

Gucci Guilty Eau de Parfum Pour Femme pulses with the rich, refreshing energy of liberation drawn from Mandora, Pink Pepper, Lilac, and Patchouli. Shimmering top notes of Mediterranean Mandora citrus sway with natural Bergamot and Pink Pepper, announcing the scent with luminosity and warmth. Lilac lures us into a blossoming heart of Violet, Rose, and Geranium. The scent deepens with a potent base of Amber and Patchouli.

A blend of pure magnetism and self-love, Gucci Guilty Eau de Toilette Pour Homme generates a deep sensuality and

Known as the original fragrance family created in perfumery, this modern icon breaks with convention through its unexpected use of spice and richness. Its irresistible harmony of subtlety and strength reveals itself through top notes of Italian Lemon and sparkling Pink Pepper, ushering us into an uplifting heart of Neroli, Orange Blossom, and French coincides with non-conventional fragrance-making using Orange Blossom


Absolute, a scent traditionally used in female fragrances and known throughout history as a symbol of romance and innocence.

Lavender. A base of Patchouli, Leather, and Incense unwinds into the continuing embrace of Cedar Wood.

Also appearing in the campaign are Gucci Guilty Eau de Toilette Pour Femme – the original distinctive Amber Floral accord defined by Mandarin, Lilac and Patchouli notes; Gucci Guilty Eau de Parfum Intense Pour Femme – an Ambery Floral Woody fragrance that rewrites the Gucci Guilty Pour Femme signature’s essential core, elevating the juice to higher level of intensity; Gucci Guilty Eau de Parfum Pour Homme – a reinterpretation of the original scent with Chili Pepper and fresh Rose; and Gucci Guilty Parfum Pour Homme – an intense version of Gucci Guilty Pour Homme signature’s essential core.

The Packaging

Created to mirror each other in their sleek symmetry–from the House’s Interlocking G logo to the design’s deliberate duality of transparency and reflection–the Gucci Guilty bottles are crafted in shimmering gold for the Eau de Parfum Pour Femme and metallic gray for the Eau de Toilette Pour Homme.

Mirroring the fragrances within, the same design is reinterpreted in different shades and finishes in the other scents from the range. From Gucci Guilty Eau de Toilette Pour Femme’s rose gold flacon and the fully metallized Gucci Guilty Eau de Parfum Intense Pour Femme coming in a subtle bronze, to Gucci Guilty Eau de Parfum Pour Homme dressed in matte black and Gucci Guilty Parfum Pour Homme’s silhouette in a dark anthracite, the Gucci Guilty line encapsulates even more ways to express our truest selves.

The Line-Up

The fragrances from the Gucci Guilty family showcased in the new campaign are:

Gucci Guilty Eau de Toilette Pour Femme

Gucci Guilty Eau de Parfum Pour Femme
Gucci Guilty Eau de Parfum Intense Pour Femme

Gucci Guilty Eau de Toilette Pour Homme
Gucci Guilty Eau de Parfum Pour Homme
Gucci Guilty Parfum Pour Homme


Art Director: Christopher Simmonds Photographer/Director: Glen Luchford

Make Up Artist: Thomas de Kluyver Hair Stylist: Paul Hanlon


Christine Schott Ledes
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