Millennials, This Scent Was Specially Made For You

Just like you, it doesn’t conform to norms

Millennials have boggled the mind of many Generation X-ers and Y-ers for years now — just Google ‘Millennials’ and see how many think-pieces there are on the generation. 

Millennials may have their detractors, but one member of Generation X has taken all the best parts of being a Millennial, and bottled it up into a scent.


Inspired by the hedonism and anarchy of youth, Alessandro Michele’s Gucci has created its new Gucci Guilty fragrance for both men and women. The scent is a celebration of freedom and individuality that breaks downs labels, gender rules and boundaries. 

“I just want people to feel free,” said Alessandro Michele about the fragrance, “If you walk along the street, in any city or metropolis of the world, you realise there’s a kind of marvellous anarchy that characterises youth, but also people of all ages.”

It’s not just talk. The Gucci Guilty Pour Femme has notes of geranium from the Fougère family of fragrances that’s not commonly used in scents for females. On the other hand, the Gucci Guilty Pour Homme contains floral, sensual orange blossom that’s nothing like the usually masculine notes found in male fragrances. 

This freewheeling spirit is also captured in the ad campaign for the perfume, titled New Dawn and boasting the slogan #GuiltyNotGuilty. 

Led by director and photographer Glen Luchford and starring Jared Leto, along with models Julia Hafstrom and Vera Van Erp, the short film is set in Venice, a location chosen by Michele for its debaucherous past. The trio traipse through the streets of the city doing, well, whatever they want.  The content is a little M18 so we won’t go into it, but it’s a beautiful film — watch it below!

Also, take a behind-the-scenes look at how the film was put together and a peek into the close friendship between Alessandro Michele and Jared Leto (they really are #friendshipgoals). Watch the ELLE Exclusive clip here!

The fragrance typically comes in an opulent gold-and-glass bottle, but a new limited edition version of the scent has also been released in sleek platinum. Freedom-seekers and boundary-pushers, you’ve found your scent.

Photos: Gucci

For more on Beauty, head here. Or check out Don’t Worry, The New Louboutin Fragrances Do Not Smell Like Feet or Here’s What To Expect From Loewe’s First Fragrance

Report a Problem