Ostrich Aisle in Three
Lana Del Rey joins the Gucci fragrance gang.
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.
GUCCI GUILT Y POUR FEMME EAU DE PARFUM ( FROM $ 90)
The celestial clique at 2018’s Met Gala