On Monday, Gucci released its newest beauty campaign, a series of images to promote its Gucci Guilty fragrance franchise, starring the ever-on-brand duo of Lana Del Rey and Jared Leto. Shot by Glen Luchford and creative directed by Alessandro Michele, the imagery — dubbed the “Forever Guilty” campaign — features the two faces in “quintessential American places,” as the brand puts it, like a beauty salon.
To accompany the campaign, Gucci released a short film, also shot by Luchford and creative directed by Michele. In it, the duo experiences such mundanities as visiting a laundromat (with a tiger), going grocery shopping (with an ostrich), eating at a diner (with a cameo from Courtney Love as a waitress), attending a drive-in movie and picnicking in the park. Anything can happen in Hollywood!
“Featuring familiar American scenarios, filmed in Los Angeles, they play individuals who live and love outside of social conformism to embody the #GucciGuilty fragrances Gucci Guilty Pour Home and Gucci Guilty Pour Femme,” reads the copy accompanying the video posted to the brand’s Instagram account.
An obvious ’70s inspiration — some of which owes to Leto and Del Rey’s personal aesthetics and inherent time-travelers-from-a-different-era vibes; and some which is the result of the styling — sets the tone for the the entire campaign.
The fragrance bottles also received a sleek makeover for the occasion, each taking on an updated, slender silhouette with the same metallic finish of the existing Gucci Guilty bottles.