Os­trich Aisle in Three

Lana Del Rey joins the Gucci fra­grance gang.

Fashion (Canada) - - Moments - By Nathalie Atkin­son

The mu­sic of singer-song­writer Lana Del Rey is of­ten haunt­ingly melan­choly, but in Gucci Guilty’s rol­lick­ing new candy-coloured video, the chanteuse is down­right cheery. As the new face of Gucci Guilty Pour Femme, she joins ac­tor and mu­si­cian Jared Leto in the brand cam­paign. This is con­sid­ered a re­launch of sorts; both the bot­tle de­sign and the juice are new, and the eau de par­fum, with its faintly pow­dery dry­down and sen­sual creamy am­ber, is as fem­i­nine as a vin­tage boudoir. The cast­ing of Del Rey is the lat­est step in cre­ative di­rec­tor Alessan­dro Michele’s takeover at Gucci, which be­gan four years ago; his unique brand of eclec­tic, ec­cen­tric glam­our has turned the sto­ried Ital­ian house into a cul­tural phe­nom­e­non. (Evan Rachel Wood and Chris Evans were the scent’s pre­vi­ous celebrity am­bas­sadors, and sar­to­rial max­i­mal­ist Leto was brought on to front the men’s fra­grance in 2016.) Sim­i­larly, Del Rey and Michele share an affin­ity for 1960s bo­hemia, Old Hol­ly­wood al­lure and styl­ized vin­tage, and now that Del Rey has of­fi­cially joined the Gucci gang, the makeover is com­plete. Who could for­get the holy trin­ity of an­gelic match­ing de­signs that Del Rey, Michele and Leto wore to last year’s “Heav­enly Bod­ies” Met Gala? A play­ful romp about two fab­u­lously dressed peo­ple liv­ing life on their own terms, the cam­paign is a tech­ni­colour fever dream that re­flects the brand’s mag­pie in­spi­ra­tions. It was shot in quin­tes­sen­tial retro Amer­i­cana lo­cales like a beauty salon, a mo­tel, a laun­dro­mat—and a lo­cal diner, where rocker Court­ney Love has a blink-and-you’ll-miss-it cameo as a friendly wait­ress. Del Rey, Leto and Love at­tended the #ForeverGuilty launch party Michele threw back in Novem­ber at one of the cam­paign’s more off­beat lo­ca­tions: the hal­lowed land­mark Hol­ly­wood Forever Ceme­tery. On the red car­pet, Del Rey of­ten pairs her sig­na­ture witchy eyeliner flick with Gucci garb; on this night, the “car­pet” was a thatch of grass, and she glit­tered among the Gothic tombs of cul­tural icons like Ru­dolph Valentino, Judy Gar­land and Johnny Ra­mone. It be­ing Gucci, even the stat­ues were fes­tooned with flow­ers and jewellery.


The ce­les­tial clique at 2018’s Met Gala

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