Are you guilty of not feeling guilty? Seems like this is what the latest Gucci Guilty campaign — starring Suicide Squad’s star Jared Leto (along with models Julia Hafstrom and Vera Van Erp, the film campaign was shot by Glen Luchford in a baroque Venetian palazzo) in a story that seems to suggest a romantic relationship among three people — is trying to portray. Above all, the latest campaign, titled “New Dawn”, is an iconic visual representation of sensual emancipation, gender fluidity, and hedonism.

And Jared Leto is known for pushing the boundaries, taking risks with his roles, oftentimes utterly non-conventional ones.

The creative thinking and the campaign are very much in the territory of Alessandro,” said Gucci president and chief executive officer Marco Bizzarri, referring to the fashion label’s creative director Alessandro Michele.


Jared Leto, the new face of Gucci’s Guilty gets real and #GuiltyNotGuilty:


You’re the face of Gucci’s new Guilty fragrance. Describe it in three words. 

Adventurous, spontaneous, passionate.


Why do you like to wear fragrance?

I believe fragrance can be a way to tap into a bit of nostalgia or a feeling. Scent is a really powerful source of recall and emotion.


Were you always a Gucci man? Did you see yourself as one?

I never really wore Gucci. I never did. But Alessandro has really done the impossible. He’s taken this classic brand and really turned it completely around and taken it in a direction that was so unexpected.


How was working with Alessandro Michele?

Working with Alessandro is wonderful. I am proud to call him a friend and feel very comfortable. 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, you know – the experiences that we are having. I think the appreciation that we get to do this and you know, taking advantage of a beautiful location like Venice, It all adds up. It all adds up to what this film is.


What’s your guilty pleasure?

I’m a vegan, but I do cheat from time to time. Whenever I go to Paris, I visit this great teahouse in the Marais, Mariage Frères, and get a dessert called carré d’or. I’m pretty sure it has at least a pound of butter in it!


Who are you dying to work with?

It would be really fun to work with Olivia de Havilland, who is 100 years old. I met her in Paris not too long ago, and she was so incredible. I’m kind of enamored of old-school Hollywood royalty. Others include Martin Scorsese, Daniel Day-Lewis, and Richard Serra.


Who do you consider to be daring?

There is a group of people in the Peruvian Amazon who are fighting the big oil companies. This isn’t just happening in Peru; it’s happening in Colombia, Brazil, and all over South America. These are people who have very little in terms of materialistic wealth, but they are fighting these giant corporations. I think they are incredibly inspiring.