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Available from September 2016, Gucci Guilty for him and for her spearheads a new vision behind the Gucci revolution as the successful scents, which are designed with utmost passion and authenticity, spark the campaign’s powerful statement – #GuiltyNotGuilty.

This liberating concept depicts the generation that doesn’t conform, submit to labels, and that thrive in being free, expressing themselves and indulging in life’s little pleasures without feeling guilty. Creative director Alessandro Michele reveals a new dawn of sexuality with the fragrance, unchained from expectations and rules.

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The campaign setting – Venice – is pivotal to evoking Gucci Guilty’s narrative as it is a city that allows for eccentricity and transgresses society’s norms in the past, with its liberated aura overwhelming the streets today. Michele chose Venice for its oldest carnival, a stage that has played a part in Europe’s pleasure-seeking and debauchery of the 18th century.

Directed and photographed by Glen Luchford and featuring Jared Leto, as well as models Julia Hafstrom and Vera Van Erp, the campaign for Gucci Guilty builds a sensual intrigue, highlighting the before and after of an intimate experience shared between the three characters. The trio explore each other and their surroundings in dreamy scenes.

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The Gucci Guilty fragrances embody the brand’s new edge, signifying freedom and breaking from traditional male and female fragrance components. Gucci Guilty for Her is defined by a signature Fougère accord of geranium, while at the heart of Gucci Guilty for Him the floral orange blossom doesn’t harmonise with a classic male fragrance’s notes.

Gucci Guilty for Her radiates warmth and grace through a powerful lasting impression with lilac flower laced with amber, whereas Gucci Guilty for Him opens with invigorating lemon, and then intensified with notes of lavender and patchouli.

Gucci Guilty for Him and Gucci for Her are priced accordingly: For Her – 30ml (RM239), 50ml (RM301), 75ml (RM414); For Him – 50ml (RM236), 90ml (RM319).

Carmen Chong
YouTube-obsessed and a beauty junkie at heart. Find her on Instagram: @carthemen