Belfast Telegraph

Jared Leto poses topless for new Gucci Guilty campaign

Jared Leto felt as though he was in a dream while shooting his new Gucci Guilty campaign in Venice, Italy.

Jared Leto poses topless in a bathtub for the new Gucci Guilty campaign.

The actor-and-musician smoulders in the scent’s new advertisements, sitting in the water with model Julia Hafstrom, while fashion star Vera Van Erp sits below them. In the film, shot by photographer Glen Luchford, Jared and the women are featured in a series of sexy flashbacks of a wild night.

“I am friends with Alessandro (Michele, creative director),” Jared told WWD. “This was like shooting a little film with friends.”

The short film was set in Venice, which Jared describes as a “magical place”, adding: “It’s a city that really shouldn’t exist, a city on water. So the place in and of itself is a bit of a dream. (The filming) felt like it belonged in Venice. It stoked our imagination, and it was a really fun and creative project.”

Jared’s role sees him take over from Captain America actor Chris Evans, who previously featured in a raunchy campaign opposite Evan Rachel Wood. Luis Miguel Gonzalez Sebastiani, global director of Gucci Beauty at Procter & Gamble, Gucci’s fragrance licensee, looks back at those ads with fondness, as they helped to propel the scent into the spotlight after its original launch in 2010.

“It was very impactful advertising,” he recalled. “We were bringing a concept which was extremely relevant for the audience at the time - for the younger audience - which was a bit of sex on display, trying to break some of the taboos of society at the time.”

With Gucci Guilty targeting a Millennial audience, the new campaign has been given the Instagram hashtag #GuiltyNotGuilty. Jared also took over the brand’s Snapchat last December (15) after his role was announced and he praises the social platform as a “unique” way to inform people around the world.

The campaign will launch worldwide in September (16), while teasers will air on TV at the end of this month (Aug16).

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