Gucci recently partnered with three famous faces to promote its feminine and masculine Gucci Guilty fragrances, as it announced Elliot Page, ASAP Rocky, and Julia Garner are the newest faces of the luxury brand.
“Rocky, Garner, and Page personify an ode to self-acceptance, friendship and love in all its forms through a story of tenderness, imagination, and curiosity,” a press release said.
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The campaign will release on March 1st, but the Guilty perfumes have been a long-standing product in Gucci’s inventory.
The designer brand first launched the first Guilty fragrance for women in 2010, before releasing its masculine equivalent the following year. Last year, the brand expanded the fragrance line by introducing the Gucci Guilty Intense Pour Femme and Pour Homme.
The collaboration is especially significant for Elliot Page. This will be the first time the actor has starred in a fragrance campaign since coming out as transgender in 2020.
A post shared by @elliotpage
“I feel lucky to be writing this. To be here. To have arrived at this place in my life,” the Umbrella Academy actor said in a statement.
“In 2020 alone it has been reported that at least 40 transgender people have been murdered, the majority of which were Black and Latinx trans women,” he continued. “To the political leaders who work to criminalize trans health care and deny our right to exist and to all of those with a massive platform who continue to spew hostility towards the trans community: you have blood on your hands.”
Transgender visibility is increasing in the fashion and beauty industry. In 2021, Dior announced that transgender personality Jin Xing would be the face of their new perfume.
The brand released a video with the hashtags #DiorStandsWithWomen and #DiorChinUp in which the Chinese celebrity discussed the importance of independence and individualism.
“When I chose to become a woman, to become a mother, a wife and face society anew, at the time 80 percent was worry, doubt and even contempt,” she explained.
Jin was previously a male ballet dancer as well as colonel in the Chinese army, before she became the first person in the country to undergo gender reassignment surgery in 1995.
“I told myself at the time, you made the right decision but you need to give society and people time to digest and understand,” she continued. “People who previously doubted me and despised me now have evolved to like me and become my fans or people who appreciate my work.”
Dior’s campaign with Jin was met with a lot of praise and celebration, just as Elliot’s collaboration with Gucci has sparked so far.
Sources: MSN, Vogue, Yahoo,
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