All You Need To Know About Gucci Guilty

The complete guide to all you need to know about Gucci Guilty’s new journey that revels in being free and uninhibited

- Tan Siok Hoon

Birthed in 2010 and now a House legacy, the Gucci Guilty fragrance has evolved over the years and the time has come for its new chapter. Whatever you wish to call it — remake, revamp, revival, reawakening, reboot — a whiff of fresh scent is inevitably in store for this pristine beginning of the well-loved and iconic perfume.

The exciting tale opens with a lavish global campaign, synchronising with Gucci’s ongoing renaissance under the creative direction of Alessandro Michele. A true maverick who has ushered in a new attitude for the Gucci universe, his redefined narrative for the House is refreshingly inclusive — driven by a nonconformist and emancipated vision, and unfettered by rules, labels and boundaries.

THE SPIRIT

A modern declarat ion that espouses self-expression and fearlessness, and celebrates the joy of being truly liberated. Encapsulated by the powerfully loaded statement #ForeverGuilty, it’s an ironic play on the word “guilt” of being led by a guilt-free sensibility — free to be whoever you want to be and to do whatever you desire in life and love.

THE SETTING

Entering a new episode of expression, Gucci Guilty for men and women are beautifully united in the #ForeverGuilty campaign. The story begins in Los Angeles, a place where dreams and reality enjoy a magical dalliance, and where the perfect and the imperfect create a captivating tapestry of life. In this melting pot of cultures, eclecticism is feted and people are accepted as they are.

THE CAST