Gucci Fetes New Fragrance Campaign at Hollywood Forever Cemetery
The new ad campaign's stars Jared Leto, Lana Del Rey and Courtney Love turned up, as did stylist Jen Rade, costume designers Arianne Phillips and B Akerlund, and Linda Ramone.
Boo de parfum?
Gucci creative director Alessandro Michele seems to have a thing for cemeteries, from his cruise 2019 collection showing at a Roman necropolis in Arles, France, to Friday night’s Gucci Guilty fragrance party at Hollywood Forever Cemetery in L.A. (a place that inspired pieces in the spring-summer 2017 Gucci collection).
The location for tonight’s party to celebrate the new campaign #ForeverGuilty for the #GucciGuilty fragrances, Hollywood Forever Cemetery, has a special connection to the House and #AlessandroMichele, after the creative director attended a benefit party there in honour of Johnny Ramone organized by his wife @lindaramone, inspiring pieces from the #GucciSS17 collection. The landmark is also a setting in scenes from the video of the new campaign, which will launch worldwide in January 2019. See scenes from the event on @guccibeauty’s Stories, by @courtneylove. Photo by @bradelterman.
Set in and around the Hollywood Cathedral Mausoleum near the graves of Johnny Ramone and The Wizard of Oz cairn terrier Toto, the soiree celebrated the new Gucci Guilty ad campaign, set to premiere Jan. 15. In starring roles as new faces of the fragrance are Jared Leto (the OG of Michele’s Gucci gang) and musician Lana Del Rey, both at the party, as was Courtney Love, who makes a cameo as a waitress serving coffee in a retro diner. The ad also features a romp by Leto and Del Rey through a grocery store with a tiger — a motif that is a Gucci signature — and scenes shot at Hollywood Forever. It's hard to explain, but let’s just say it captures the eccentric-cool vibe of the brand. The campaign was directed by fashion photographer Glen Luchford, who owns The Rose Hotel in Venice.
Captured together by photographer @bradelterman at the party for the new #GucciGuilty fragrance campaign #ForeverGuilty, @lanadelrey, @jaredleto and @courtneylove together with creative director #AlessandroMichele. The event was held in the Hollywood Forever Cemetery in Los Angeles, the landmark is also a setting in scenes from the video of the new campaign, which will launch worldwide in January 2019. #GucciBeauty. See @courtneylove’s Stories for the party on Highlights of @guccibeauty.
Waiters passed out champagne, vodka shots and short-rib sandwiches on silver trays outside the mausoleum where a super-sized pink neon #ForeverGuilty sign hung as an Insta-prop. Inside, crypts displayed bottles of the new fragrance and three DJs played sets. Love kept busy recording a play-by-play account of the party for @GucciBeauty’s Instagram Stories.
Channeling the unconventional spirit of the upcoming #ForeverGuilty campaign, the Hollywood Forever Cemetery is the location for tonight’s party for the #GucciGuilty fragrances. The Los Angeles landmark also doubles as setting for scenes in the video campaign, which stars @lanadelrey and @jaredleto, and will launch January 2019. #GucciBeauty #AlessandroMichele See the party live on @guccibeauty’s Stories, in a special takeover by @courtneylove. Photo by @bradelterman
Although no interviews were granted by Coty (owner of licensing rights to Gucci fragrances since 2016), Michele mingled in the crowd with guests including Luchford; Del Rey’s sister Chuck Grant; Johnny Ramone’s widow, Linda; celeb stylist Jen Rade; costume designers Arianne Phillips and B Akerlund; Duran Duran bassist John Taylor and his fashion designer wife, Gela Nash-Taylor; Italian actor Alessandro Borghi; and Jacqui Getty and her director daughter, Gia Coppola. Andie MacDowell’s daughter Rainey Qualley and Sting’s daughter Fuschia Sumner were also in the starry crowd that partied until after midnight among the tombstones.
Given Gucci’s costumey, more-is-more aesthetic under Michele’s reign, every day could be Halloween in Gucci Land. Bring on the eye candy.
A Los Angeles landmark, the Hollywood Forever Cemetery, is the location for the #ForeverGuilty party to celebrate the new campaign for the #GucciGuilty fragrances pour Homme and pour Femme pictured here, starring @lanadelrey and @jaredleto. The cemetery also appears in scenes from the video of the new campaign. See the party unfold through @courtneylove’s takeover, on @guccibeauty’s Stories. Photo by @bradelterman