“Glamour is more important than bread and meat... Perhaps this sounds foolish because as my old cook has pointed out you can’t live on glamour. But without glamour I would not want to live.” – Lily Daché, designer
Director Glen Luchford captures a day in the lives of Gucci Guilty’s carefree, offbeat couple. Against the lush cityscape of Los Angeles featuring the essence of Americana with scenes in a motel, car, laundromat, beauty salon, supermarket and diner, the adventure showcases the protagonists’ bohemian tendencies in living their lives outside of social conformism, while evoking playfulness and a sweet sense of nostalgia.
Topping off the cinematic backdrop are iconic Hollywood landmarks such as the famed Hollywood Forever Cemetery, replete with verdant grounds and ostentatious tombstones, and which also gives the campaign its #ForeverGuilty moniker. Last but not least in true Gucci fashion, the surreal appearance of an assorted menagerie—a tiger, ostrich and snake—adds a quirkily charming effect.