Gucci Fetes New Fragrance Campaign at Hollywood Forever Cemetery

Matt Winkelmeyer/Getty Images for GUCCI
Gucci Guilty launch party was held at the 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).

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.

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.

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.