A fragrance party to die for by Gucci
BY LINDZI SCHARF >>>“I feel like ‘Valley of the Dolls,’ ” Lana Del Rey told Courtney Love as the duo vamped for photographers in front of a gravestone at Hollywood Forever Cemetery. “Sparkle, sparkle,” Love teased in return. Del Rey was on hand Nov. 2 to celebrate her status as the new face of the Gucci Guilty fragrance. Love makes a cameo in the campaign video, which will be officially unveiled Jan. 15. They were joined by campaign costar Jared Leto, a longtime ambassador for Gucci.
The event
After an embargoed preview in which guests had a chance to watch the upcoming television spot, the largely Gucci-clad group made its way past various graves and into a mausoleum, where bars and a dance floor were set up for guests to let loose. Outside, a bright neon light read “#Forever Guilty,” but no one seemed fazed to be living it up alongside tombstones from the late 1800s. Hidden between flower-adorned statues, the party revealed the classic, clean bottle design for Gucci Guilty Pour Femme, which emulates the Pour Homme scent. “Beautiful; so beautiful,” Love said, as she eyed the display of fragrances, which will be launched in January as a new addition to Gucci’s Eau de Parfum portfolio.
The crowd
Gucci’s creative director Alessandro Michele was in attendance, as were Diplo, Gia Coppola, Rainey Qualley, Asia Chow, Fuschia Kate Sumner, Jacqui Getty, B. Akerlund, Lisa Eisner, Rosson Crow, Gela Nash-Taylor and husband John Taylor, Kacy Hill, and Italian actor Alessandro Borghi, in addition to stylists Tara Swennen and Jen Rade.
The scene
the late rocker’s widow, Linda Ramone, was among the guests. Love mingled with director-photographer Floria Sigismondi and costume designer Arianne Phillips — when she wasn’t documenting the night for Gucci Beauty’s Instagram account.
The campaign
Directed by Glen Luchford, the new advertisements, which were shot in various locales around Los Angeles, feature creative direction from Michele. Although Del Rey is new to the Gucci Guilty family, Leto starred in the previous Gucci Guilty campaign, which was shot in Venice, Italy, and first debuted in 2016.
The party’s location had special meaning for the Italian fashion designer, whose spring and summer 2017 collection featured pieces inspired by the landmark cemetery, which Michele was first introduced to when he attended a tribute to Johnny Ramone there in 2016. Not so coincidentally, it is also one of the locations that appears in the new ad campaign.