Set in Venice, from the city’s misty cobbled alleyways to an opulent baroque palace perched on the Grand Canal, the new Gucci Guilty campaign builds sensual intrigue through a series of flashbacks. Here, star Jared Leto reveals his thoughts on the story for the House’s signature scents.What is the story behind the campaign?
It’s a story of two women and one man—me, who embark on an experimental adventure through one of the most magical cities in the entire world, Venice Italy. Who is the character you are playing?
We come up with a bit of a story about how much fun it would be if one day you woke up and you were told that you inherited this palace in Venice. This fortress on water and what it would be like and how you can come to a city like this and rediscover who you are. Redefine who you are. That’s a really fun way to think about it. What if? What are the possibilities here? And I think these three people are open to possibilities. They are open to ideas and they are not afraid of experimentation. What role does the city play in the narrative?
I think it brings out in people a sense of magic. A sense of adventure. It certainly does in me. I have always had a real love for this city. I have spent quite a few nights wandering the streets of Venice and there is a history here too. A history of the Libertine. A history of people coming to a place to find themselves and explore parts of themselves that maybe they can’t in other places. Venice is a city that allows you to kind of explore yourself and discover and redefine who you are and I think it is a perfect place to set this story. These two women and this one man who go on this adventure. This experimental, magical journey together.
How do you think people will react to the campaign?
You never know how people are going to react but it is certainly something I am very proud to be a part of. I have an incredible amount of respect for the people involved. Alessandro’s a true maverick. He is a genius and someone who’s taking something and turning it on its head in such a powerful way that he is making us all ask questions of what is possible and I think that is really hard to do: to take an iconic brand like Gucci and to show us something unexpected.
How was the experience working with Alessandro Michele?
Working with Alessandro is wonderful. I am proud to call him a friend. I think everyone is very at ease because you know when you have decided to take some risks, just to follow your gut. You are not really adhering to the script per se. You’re listening to yourself, to your intuition and I think that everyone is really confident in that and it’s really fun. We have all been having a good time and I think that ends up on camera.
Once again LA was the first stop for Perfume’s US performances, and once again they killed it in the best possible way. Setlist and tour spoilers under the cut, for folks who don’t want to see stuff before the other stops on the tour!
I saw my beautiful waifus and my life is complete! Their music, dance, energy and beautiful hearts have helped me so much throughout the years. Whenever I feel sad, I listen to a song from @prfm_official and I instantly feel better. It was magical and epic and I sobbed a river. One of the happiest days of my life! @caluuuux #prfm #perfume #perfumejpop #jpop #achan #nocchi #kashiyuka #japanesemusic #japan #japanese #パフューム #pafyumu (at The Wiltern)
Okay, so I just came back from the market with my mom and had a semi-awkward experience.
I live really close to the concert venue (where the GazettE and Perfume both performed/ are performing), so I always pass by it when I go home. Since I couldn’t go to the Perfume concert, I decided to blast Spending All My Time and cheer on the people who were waiting in line.
So, I blast the song in the car and start screaming for them and all they do is just turn around and look at me with wtf faces like a bunch of owls lol. And then it just kinda got awkward. There were some people who pointed at me and smiled, but nothing beyond that really.
I mean, I was just so excited for them, but their reactions were not as exciting as mine lol.
I remember people doing this as they passed by us in their cars when I was in line for the GazettE, and everyone would start yelling like crazy and cheering!
Then again, its a different musical demographic so maybe I was just coming off as a weirdo lol.
This experience definitely made me realize that Sixth-Guns are truly enthusiastic and almost can’t be beat in terms of raw energy when it comes to concerts :)
I love both artists and only wish for the best for the both. It’s a concert, so let loose and go crazy!
OR MAYBE I WAS SCREAMING AT THE WRONG LINE THE ENTIRE TIME. (omgomgomgomgomg what do i do. but i saw some people in line wear Perfume merch so it should be cool lol)
I hope I didn’t come off as rude to anyone! (I never intended to) I just want them to be pumped!!!