GUCCI GUILTY: A NEW DAWN, A NEW CHAPTER

GUCCI GUILTY: A NEW DAWN, A NEW CHAPTER

Behind the Gucci revolution, a new vision. Eclectic, contemporary, romantic-creative director Alessandro Michele is telling a different story about the brand. Celebrating individuality, the allure of the undefined, Gucci maps an emancipated sexuality. Designed with passion and authenticity, the House’s attitude is a feeling of freedom. Beginning on the runway, this story has flourished in every piece of the brand, and now it transforms. Gucci fragrances, starting in September 2016 with its most successful signature scents: GUCCI GUILTY for him and for her.

The generation that inspires Alessandro Michele is characterized by a celebrative anarchy. They don’t believe in conformity, submitting to labels or to gender rules, breaking free from common social boundaries. They express themselves however they want, with whomever they want and passionately explore whatever they want. They are hedonistic without apology and indulge in life’s pleasures without feeling guilty. They experiment and enjoy because they feel completely free. This modern declaration of self expression and sexuality ignites the new chapter of GUCCI GUILTY. It sparks the campaign’s powerful statement: #GuiltyNotGuilty and its liberating concept, following three characters revealing in a new dawn of sexuality, emancipated from expectations and rules.

“I just want people to feel free,” Alessandro Michele. “If you walk along the street, in any city or metropolis of the world, you realize there’s a kind of marvelous anarchy that characterizes youth, but also people of all ages.”

Gucci Homme
Gucci Homme

Gucci Guilty
Gucci-Guilty

Gucci Guilty Duo
Gucci Guilty Duo

- Pic and Text Courtesy : Gucci India