On the brink of Sabato De Sarno's Milan Fashion Week debut as creative director at Gucci, the Italian House lets audiences know that although change is in the air, its creative community is still filled with the faces we know and love. The latest announcement from Gucci is this reassurance personified. Director, actor and soon-to-be author, Elliot Page, lands a career-first role as the new face of Gucci Guilty fragrances, continuing his relationship with the Italian luxury House.
The director of There's Something in the Water is in good company too. Joining Page as the face of Gucci Guilty fragrances is Ozark and Inventing Anna alumnus Julia Garner, along with A$AP Rocky, who we are now referring to exclusively as the father of Rihanna's children (what an honour).
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In the campaign, which is expected to launch on March 1, British photographer Glen Luchford captures Page, Rocky and Garner in what has been prefaced by Gucci as an "ode to self-acceptance, friendship and love in all its forms". Expect a narrative story that offers "tenderness, imagination, and curiosity" in equal parts.
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Birthed in 2010, Gucci Guilty has become an enduring legacy of the House and the fragrance has been reinvented myriad times over the last decade. Although few details are known about what we can expect from the upcoming campaign, we imagine with a new creative director in place, it's high time that Gucci Guilty fragrances evolved to reflect Sabato De Sarno's vision for the House.
Bring on March 1.
If, like us, you're holding your breath to observe what the next chapter for Gucci will bring forth, you can tune into the Gucci Fall Winter 2023 presentation via the Gucci Instagram on Friday, February 24 at 2:00 p.m. CET. See you there.
