A$AP Rocky teams up with Julia Garner and Elliot Page for a Gucci Guilty fragrance campaign that is set to debut on March 1, and industry media have noted the collaboration. The project marks another high profile chapter in Gucci’s ongoing fragrance storytelling and celebrity partnerships.
The trio was captured by fashion photographer Glen Luckock in a shoot that highlights Gucci’s evolving aesthetic. Gucci describes the campaign as an exploration of compassion, imagination and wonder, presenting an ode to self-acceptance, friendship and love in all its varied forms. The brand emphasizes that the characters and moments within the story reflect a broader message about embracing authentic identity and the bonds people share.
Garner and Rocky bring with them a history of collaboration with Gucci. Garner has frequently graced red carpets clad in Gucci ensembles, has appeared in Gucci fashion shows, contributed to event invitations, and taken part in Gucci advertising campaigns. Rocky has also been involved in Gucci campaigns and public appearances that align with the house’s distinctive blend of contemporary music culture and high fashion.
Anticipation surrounds a Gucci Women’s Fall 2023 Fashion Show in Milan, where both Garner and Rocky were expected to be among the guests. The event is noted for its role in spotlighting Gucci’s seasonal direction and its continued emphasis on cross-disciplinary collaborations that fuse music, film and fashion into a singular brand narrative.
In related industry analysis, reports indicate shifts in luxury market performance during the recent period. Gucci experienced revenue fluctuations influenced by store closures in key markets. Balenciaga, another Kering brand, also faced softer quarterly results following earlier controversies. These movements illustrate the broader dynamics impacting luxury houses within the global market and the strategic responses brands employ to maintain momentum across product lines and campaigns. (Source: industry coverage of luxury market trends)