Revolution Rules
MEN 'S FOLIO Singapore|March 2019

A guide to all one needs to know about Gucci Guilty’s new interpretation of self-expression and freedom.

Tan Siok Hoon

Birthed in 2010 and now a house legacy, the Gucci Guilty fragrance has been evolving over the years, and the time has come for its new chapter. Whatever you wish to call it – remake, revamp, revival, reawakening, reboot – a whiff of fresh scent is inevitably imminent for the well-loved iconic perfume.

The exciting tale opens with a lavish global campaign, synchronising with Gucci’s ongoing renaissance under the creative direction of Alessandro Michele. A true maverick who has ushered in a new attitude for the Gucci universe, his redefined narrative for the brand is refreshingly inclusive – driven by an emancipated nonconformist vision, unfettered by rules, labels or boundaries.

THE SPIRIT

Gucci Guilty is a modern declaration that espouses self-expression, fearlessness, and celebrating the joy of being truly liberated to be and do whatever one desires in life. Encapsulated by the loaded statement #ForeverGuilty, the ironic wordplay on “guilt” inspires fans to shed the shackles of self-reproach and sensibility.

THE SETTING

Entering into a new episode of expression, Gucci Guilty Pour Femme and Pour Homme are beautifully united in the #ForeverGuilty campaign. The story begins in Los Angeles, where dreams accompany reality in a magical dalliance and where the perfect meets the imperfect to create a captivating tapestry of life. In this melting pot of cultures, eclecticism is feted, and people are accepted as they are.

THE CAST

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