Gucci Guilty
Gucci’s #ForeverGuilty campaign is an extremely interesting advertisement promoting the fragrances Gucci Guilty Pour Femme and Homme, as it is said to be a “celebration of liberty” for men and women. The advert presents the story of two individuals, academy award-winning actor, Jared Leto and multi-platinum singer-songwriter, Lana Del Rey, who live their lives completely free from everyone else in the world, however, somehow still have a connection with each other in a deranged and eccentric way. When the advert was first released in 2019, millions of people were talking about it; Jared Leto and Courtney Love were being commended for their involvement with the campaign, although it was Lana who was specifically praised the most.
Although Jared Leto was featured in the campaign and this was not his first collaboration with Gucci, all eyes were on Lana Del Rey. Her grace and elegance were particularly idolized by viewers, resulting in the audience mainly leaning towards young adult women, which also resembles the target audience of her music. Fans of Lana, including myself, adore this advert as it presents her truly feminine side as we see her painting her own nails and applying makeup. She describes her outfit to be the “most outrageous” thing and “acting like it was nothing” when wearing it, which summarises the campaign as a whole as her extravagant green jumpsuit had sleeves covered in jewels and her hair was styled in a high updo, inspired by Priscilla Prestley, which can relate to Lana’s early 2010’s style.
The campaign uses multiple appeals that can be seen as desires such as rich and luxurious lifestyles, successful romance and elite people. Lana Del Rey and Jared Leto play characters that are in love and live their lives detached from everyone in the world apart from each other. In result of this, I believe that the audience this advert speaks to is people who are free-spirited and love to be their own individual person due to the video representing life in a way that is totally abnormal as we see an ostrich casually walking down a supermarket aisle and a tiger in a launderette. This whole concept of feeling free and “celebrating liberty” perfectly advertises and promotes the fragrances as the audiences drawn to it believe that they can live their lives in whatever way they want when wearing it.
Wonderland Magazine
Wonderland is an independent, international magazine that offers a unique intake on talented people in the media’s lives and perspectives such as Taylor Swift and Gwen Stefani. However, I’m going to be focusing on the Autumn 2021 issue, covered by Grammy nominated singer-songwriter, Phoebe Bridgers.
Similar to Lana Del Rey, the audience of this magazine is going to be fans of her music as the appeal of elite people is used, resulting in the target audience leaning towards young adult women. Phoebe’s fanbase is extremely widespread, however she specifically appreciates her LGBTQ+ fans as much as they appreciate her as her music truly connects to those apart of the community. Phoebe identifies as bisexual and makes a large awareness of this as she has also covered the Gay Times magazine just a couple months before Wonderland, attends pride most years and all-round loves expressing herself and her sexuality.
The use of Phoebe Bridgers as the cover uses the appeal of successful careers and beautiful women, making her a person that many people idolize and admire. Over the years of her career, she progressively became more popular upon the release of her first studio album ‘Stranger in the Alps’ in 2017 as she then released a second album in 2020 under her own record label, Saddest Factory Records, known as ‘Punisher’. Since this, her career has sky rocketed as she was nominated for 4 Grammys and even featured on Taylor Swift’s song ‘Nothing New’, where she was the first female feature of Taylor’s to have their own verse and chorus. Although in the issue of the magazine, the main focus of conversation was her struggles with procrastination, the specific use of Phoebe Bridgers shows how successful her career was at the particular time the magazine was released.
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