Gucci Guilty Spring 2023 Fashion Ad Campaign Review

Review of Gucci Guilty Spring 2023 Ad Campaign with Photographer Glen Luchford and Talent A$AP Rocky, Julia Garner, & Elliot Page

Gucci reminisces on the past with a new Spring 2023 campaign for its Guilty fragrance, shot by photographer Glen Luchford.

The campaign sees its impressive trio of stars – A$AP Rocky, Elliot Page, and Julia Garner – lounge in the lavish and nostalgic spaces of a vintage estate. From the poolside garden to the walk-in closets where Garner just can’t get enough of the opulent fur coats, the three exude an ambiguously loving energy (is this a threesome about to happen, or are they just really good friends?) as they bask in each other’s company. In typical Gucci form, a throwback love song – “Life Is but a Dream” by The Harptones – sets the mood.

While all the ingredients are here from the successful Gucci campaigns we’ve seen in the past, it feels like in a way this one is lacking a certain je ne sais quoi that has made them so magical.

Gucci is no doubt in a transition period, and it remains to be seen whether its new campaigns, especially once newly appointed creative director Sabato De Sarno takes full control, will try to continue in this direction or go in a new one – but this one may seem to suggest that it’s no use trying to recreate the successes of the past.

Nonetheless, the awesome trio of talents at the core of the campaign mean it is sure to draw a lot of eyes, and does good work to reaffirm the brand’s place at the forefront of culture.