The verdict is in! Forever Guilty! To be clear, the topic at hand is not American jurisprudence, but in fact is the new Gucci fragrance campaign starring Lana Del Rey. The campaign’s casting was announced back in November and only today has it been unveiled officially on the Gucci Beauty Instagram. Photographed by Glen Luchford, Lana stars alongside Academy Award-winning actor and musician Jared Leto. Advertising in its most effective application transforms the mundane into the extraordinary. Imagine grocery shopping, actual browsing for foodstuffs in a brick and mortar supermarket whilst pushing a metal trolley on wheels. Not very sexy, is it? In the hands of Gucci’s creative director Alessandro Michele, this act is downright tantric! Throw in Lana Del Rey and Jared Leto on location in Los Angeles and the Guilty verdict will almost certainly carry a life sentence.

Visit gucci.com to purchase the fragrance.

Credits include: Client, Gucci; Campaign, Guilty 2019; Photography, Glen Luchford; Creative direction, Alessandro Michele; Art direction, Christopher Simmonds.

Lana Del Rey for Gucci Guilty 2019 (Photography: Glen Luchford)

Lana Del Rey for Gucci Guilty 2019 (Photography: Glen Luchford)

Lana Del Rey for Gucci Guilty 2019 (Photography: Glen Luchford)

Lana Del Rey for Gucci Guilty 2019 (Photography: Glen Luchford)