Maybe you love Jared Leto from My So Called Life (Jordan Catalano, you have our hearts). Or maybe Leto’s rendition of The Kill by Thirty Seconds To Mars is the musical representation of your youth. Or maybe you’ve seen Suicide Squad recently and Leto has reignited your interest in the Joker.

Whatever way you come at your Jared Leto fandom, you’ve got to admit there is something mysterious about the 44-year-old and his ability to inspire both envy and lust. Perhaps it is precisely this that makes his latest collaboration with Gucci so perfect.

Shot by director Glen Luchford, Leto stars as the face of both the men’s and women’s iterations of Gucci Guilty, a move that few, if any, brands have made before. In the fragrance campaign, Leto and two other models –  Julia Hafstrom and Vera Van Erp – brood in a Venice hotel, and laze about in bed, naked, spritzing one another (a lot of which was improvisation, apparently). The trio explore each other and their surroundings in a liberated expression of sexuality, which is shorthand for they have the classiest ménage à trois you’ll ever bear witness to.

It’s no news that Leto has been blurring the gender lines as long as we’ve been watching him (applause for his role in Dallas Buyers Club) and it seems it’s precisely this that makes him the ideal fit for a beauty campaign, which under the guide of Gucci creative director Alessandro Michele, is aimed at the house’s progressive consumers.

And sure, while I won’t be engaging in a ménage à trois personally, I did find myself having a moment in London recently with Gucci Guilty Pour Femme. The fragrance, which has been developing a cult following since it was first unveiled in 2010, offers a welcome change of pace from the strangely rigid traditional gender expectations used in perfume creation.

Gucci Guilty Pour Femme blends pink pepper and lilac with geranium, a note which is usually used in men’s colognes while Gucci Guilty Pour Homme makes use of lemon, lavender and patchouli, but also orange blossom, a conventionally female accord.

This latest campaign is an industry triumph in that it cements the following statement: Beauty isn’t defined by gender or labels – it’s defined by people.

To shop Gucci Guilty Pour Femme, click here.

To shop Gucci Guilty Pour Homme, click here.

Tell us, what do you think of this new fragrance campaign?


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