On October 1st, Gucci will release "Gucci Guilty Platinum Edition," a limited edition fragrance inspired by an urban, romantic world.

The "Gucci Guilty" series expresses freedom by discarding the old-fashioned idea that fragrances are for men and women. This time, two new items will be released based on the concept of "#GuiltyNotGuilty."

A sexy and seductive blend of lilac and amber, "Gucci Guilty Platinum Edition Eau de Toilette" (50ml/9,900 yen, 75ml/13,200 yen) is a fragrance for freedom-loving women. It features a fougere-like scent incorporating geranium, often used in men's fragrances. Meanwhile, Gucci Guilty Platinum Edition Pour Homme Eau de Toilette (90ml/¥11,200) uses a floral and sensual orange blossom scent, a note uncharacteristic of men's fragrances. It begins with a refreshing lemon scent, followed by seductive lavender and patchouli. The advertising campaign, created by director and photographer Glenn Luchford, is based on the powerful tagline "#GuiltyNotGuilty." Through three facets—Oscar-winning actor Jared Leto, models Julia Hafstrom, and Vera Van Erp—the campaign expresses a new era of sexuality free from social expectations and rules. On set, Jared Leto took over Gucci's Snapchat account, posting excerpts of the dreamlike scenes to his millions of followers with the hashtag "#GuiltyNotGuilty."