Credit: Instagram @guccibeauty

As if it were pulled straight from the ’70s, Gucci presents a new chapter of signature fragrances. Revelling in the notion liberation and self-expression arrives #ForeverGuilty, the latest campaign – and statement – from the Italian fashion house. Seen through the lens of Glen Luchford is the story of two individuals living free from life’s expectations, fused together with one thing in common – fearlessness.

Starring Academy award-winning actor and musician Jared Leto and multi-platinum singer-songwriter Lana Del Rey, creative director Alessandro Michele has launched a line of new additions to its signature Guilty fragrance, in true Gucci style. Weaving through the grocery store, reclining in a salon and slow-dancing through the laundromat marks the scenes of familiar Americana events, elevated by the star-duo as they live their and love outside social conformism.

That is the theme for the Gucci Guilty Pour Homme fragrance.

Now worn by a new generation of luxury lovers comes the revived iteration, once a member of the first fragrance family. Indulgent and intense, the scent opens with the tang of Pink Pepper combined with sweet Italian Lemon. As #ForeverGuilty embodies non-conformist ideals, the fragrance can be considered off-book, using Orange Blossom Absolute – known to be used in female fragrances – to add a touch of innocence to the male-dominated scent. White floral with honey tones is infused to elevate other notes such as Neroli and French Lavender and finally rounded out with Patchouli, revealing hints of leather and wood. Sensual and mysterious its masculine richness comes through as it dries down, for beautiful all-day wear.

To finish off the ideals of the scent, the Gucci Guilty Pour Homme is bottled in a tall, slender design, adding extra luxury to the new fragrance.

The birth of a new classic: the Eau de Toilette is now available from David Jones, MYER and online at Gucci. Indulge your senses and shop Gucci Guilty Pour Homme below.

Gucci Guilty Pour Homme Eau de Toilette 90ml / $145 AUD SHOP NOW