Lana Del Rey is the face of Gucci’s new­est fra­grance. By Souzan Michael


LANA DEL REY has an im­pres­sive fol­low­ing within the ASMR com­mu­nity. Thanks to the singer’s sig­na­ture breathy speak­ing voice, her recorded in­ter­views have been spliced to­gether to make ASMR com­pi­la­tions that are ad­mit­tedly dif­fi­cult to turn off. So should you ever find your­self on the phone with her, pre­pare to en­ter a state of to­tal, un­in­ter­rupted Zen.

“I was go­ing to cre­ate my own fra­grance just for fun,” says Del Rey in her char­ac­ter­is­ti­cally cap­ti­vat­ing tone when we reach her in L.A. “Lit­er­ally the next week, Gucci asked me to be the face of theirs, so I took it as a sign.” The new it­er­a­tion of Gucci Guilty, called Pour Femme, is more com­plex than the orig­i­nal while still main­tain­ing the sense of play­ful­ness the Ital­ian brand is known for. (Jared Leto fronts the male ver­sion of the scent, Pour Homme.) “It re­minds me of some­thing I’d have worn in high school,” she tells us—and means it as a com­pli­ment, ex­plain­ing that it’s the type of fra­grance that makes its wearer feel ad­ven­tur­ous, thanks to a bold blend of cit­rus, pink pep­per, lilac and patchouli.

Thirty­three­year­old Del Rey has formed a close artis­tic re­la­tion­ship with Gucci cre­ative di­rec­tor Alessan­dro Michele. “We [both] have fan­tas­ti­cal points of ref­er­ence,” she ex­plains. But while for Del Rey, fan­tasy is re­served for the oc­ca­sional mo­ment, it’s wo­ven into Michele’s ev­ery­day life. “Alessan­dro is al­ways ‘More is more,’ whereas I’m like ‘Less and the point where I be­come in­vis­i­ble,’” she laughs.

Michele’s love of ex­trav­a­gance is on full dis­play in the cam­paign video, which stars Del Rey and Leto do­ing ev­ery­day things like gro­cery shop­ping and laun­dry—while com­pletely clad in Gucci and ac­com­pa­nied by ex­otic an­i­mals, like an os­trich rac­ing down the soup aisle. Ac­cord­ing

“I was go­ing to cre­ate my own fra­grance just for fun. Lit­er­ally the next week, Gucci asked me to be the face of theirs, so I took it as a sign.”

to Del Rey, Michele was in­spired by “his own strange idea of Hol­ly­wood” as some­one com­ing from Rome.

But the singer is happy to call Cal­i­for­nia home. “Liv­ing here, you can tell what sea­son it is by the [smell of] the flow­ers,” she says. There’s an airy op­ti­mism in Del Rey’s voice that might sur­prise fans of the mu­sic in­dus­try’s most beloved sad girl. Maybe it’s the fact that she has wrapped her up­com­ing al­bum, Nor­man Fuck­ing Rock­well, pro­duced by Jack Antonoff (of the band Bleach­ers), who Del Rey in­sists is the most easy­go­ing pro­ducer she has ever worked with. That laid­back na­ture is re­flected in the al­bum, she says, thanks to its re­laxed, “not too bom­bas­tic” sound. In fact, every­thing about the al­bum is so chill that she has no plans to par­take in a big record launch. “The mu­sic goes where it’s sup­posed to when it’s not shoved in any di­rec­tion,” she says.

Clearly, Del Rey is in a cre­ative headspace. Last year, she re­vealed she’d writ­ten a book of long­form po­ems that she plans to re­lease by sum­mer. “I wouldn’t say the po­ems are bet­ter [than the al­bum], but they’re more clas­sic. I don’t even know how I learned the dif­fer­ent stan­zas,” she laughs. “Like, did I learn this in my 11th­grade po­etry class?”

“I re­ally love that it’s light and del­i­cate,” saysDel Rey. “I like to have some­thing that I can wear every day and is a scent peo­ple can iden­tify with.” Gucci Guilty Pour Femme Eau de Par­fum Spray ($140 for 90 mL). For de­tails, see Shop­ping Guide.

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