Gucci Guilty took the house’s golden entwined Gs and used this emblem as an incitement to subvert. Gucci Guilty Black carries this association still further – never has the coupling within this logo appeared more provocative. The brand is equally famed for its iconic green and red web stripe – signalling both “made in Italy” and “luxury heritage”. here this webbing is transformed into gendered colour schemes: danger-signal red for the Guilty Black heroine, unfettered green for its hero. The flacons are uncompromising bold, black perfection. As one would expect from Gucci, there is great tactile appeal in the bottles’ marriage of high-tech and high style. Giannini notes: “I wanted to create a provocative design for Guilty Black, yet building on the now iconic packaging of Guilty. We added an evocative red glass for the female fragrance, green for the male, as a tribute to the timeless Gucci web stripe.”
The imagery through which the house has brought Gucci Guilty to the world has captured attention: a spectacular combination of director Frank miller’s film noir and Frida Giannini’s sensuality. For this new project, art direction was again overseen by Riccardo Ruini, Creative Director at REm (Ruini e mariotti). Ruini has art directed Gucci’s advertising for the past five years. The campaign for Gucci Guilty Pour Femme won the coveted prize for Best media Campaign at the 2011 US FiFi Awards.
The advertisement was shot at Cinecittà Studios, the legendary home of Italian cinema. Again, its director was Sin City creator Frank miller; its stars femme fatale Evan Rachel Wood and hollywood action hero Chris Evans. Now, in Gucci Guilty Black, we join them for a fresh chapter in their story, and a thrilling sequel to what has come before. The chemistry between them is electric.
Leading fashion photographers Mert & Marcus were again responsible for the print advertising - explosively sensual images in which the gleam of the lovers’ skin is cast in red and green light. Mert & Marcus explain: “We see the couple at night, in flagrante, washed in electric green and red neon. The aura is raw and compelling. very modern, very sexy, very Gucci.”
Gucci Guilty Black Pur Homme is available as 50 and 90ml edt, followed by 90ml after shave and 150ml shower gel. Gucci Guilty Black Pour Homme was launched in 2013.