Gucci to launch Gucci Guilty Black duo next month

15th January, 2013

Gucci are following up Gucci Guilty and Gucci Guilty Intense with a new fragrance duo: Gucci Guilty Black pour Femme and Gucci Guilty Black pour Homme. Creative Director Frida Giannini says: “These characters fascinate us as they are taken on a life of their own. We are eager to know about the next chapter in their story as it unfolds through Guilty Black”.

Gucci Guilty Black pour Femme features top notes of red fruits and pink pepper; the heart includes raspberry, peach, lilac and violet; while the base contains patchouli and amber.

Gucci Guilty Black pour Homme's top notes are green coriander and lavender; heart notes contain orange flower and neroli, while the base features cedarwood, and like pour Femme, patchouli.

Giannini says of the packaging: “I wanted to create a provocative design for Guilty Black, yet building on the now iconic packaging of Guilty. We added an evocative red glass for the female fragrance, green for the male, as a tribute to the timeless Gucci web stripe.”

For the ad campaign, the house has turned to Riccardo Ruini, Creative Director at REm (Ruini e mariotti). Ruini has art directed Gucci’s advertising for the past five years. The campaign for Gucci Guilty Pour Femme won the prize for Best media Campaign at the 2011 US FiFi Awards.

The advertisement was shot at Cinecittà Studios, the legendary home of Italian cinema. Again, its director was Sin City creator Frank Miller; its stars Evan Rachel Wood and Chris Evans.

The company say of the campaign: "In this new installment, we join our rebels for a secret assignation. A rain-drenched city night. The Gucci Guilty Black hero powers towards us on a classic Norton 750 motorcycle. Suddenly, a lustrous Rolls-Royce Silver Cloud appears behind him, swerving ahead to force him to a halt. his danger-loving vixen is simply chasing her game. our mavericks always seek for more and this time their pleasure knows no boundaries."

Frank miller elaborates: “We know these characters now and what together they are capable of doing and of being. We all think of this as a mini-movie, with this our latest episode of the storyline. The colour scheme is stark: green and red light, against which our mavericks’ eyes - and intentions – of our protagonist smoulder like coals.”

Leading fashion photographers Mert & Marcus were responsible for the print advertising

Pour Femme is available as Eau de Toilette in 30ml, 50ml and 75ml; as well as matching Body Lotion and Shower Gel. Pour Homme is available as 50ml and 90ml Eau de Toilette as well as After Shave Lotion and Shower Gel.

Gucci Guilty Black will be available from February.

  • Share this

Advertisement — comments are below


    • sjg3839 | 15th January 2013 15:04

      Will get a sample first.

    • | 19th January 2013 08:01

      Can't wait to try it. I had Gucci Guilty and it was decent, although I sold it. :smiley:

    • harddanceuk | 23rd January 2013 06:02

      I'd feel guilty wearing a scent this bad

    • chorando | 24th January 2013 21:26

      I find all the folderol masquerading as a narrative around these fragrances hilarious - do these people really sit around tables with a 'creative' team and come up with this pulp fiction dross to sell their fragrances, thinking we the consumer will buy into these supposedly high octaine romps in the name of perfume?!