Gucci launches Guilty fragrance and a film (and we’ve got the trailer)

If your noses are twitching this morning, it’s probably because Gucci is launching a new fragrance, Gucci Guilty, set to make daredevil heroines discover the scent of defiance, apparently. But whilst we’re not altogether sure what that smells like either, we are a little excited about its promotional film.

Frida Giannini has teamed up with Sin City director Frank Miller to create a typically glamorous grown-up comic-meets-film-noir feature to celebrate the scent’s launch, starring the ever gorgeous Evan Rachel Wood, who drives a rather snazzy fire-breathing sports car, and Chris Evans.

It’s not set for official online release until next week on August 24th, a day before we’ll begin to see it on our TV screens, but you might have noticed we’ve got a little trailer for you above.

“I knew we needed something special for this project, something absolutely unique, the look, the sound, the performers,” says Frida of the fragrance launch. “I am incredibly proud of what we have achieved.”

The full-length version will be unveiled later this year at the MTV VMA’s, where one of you guys could also find yourselves rubbing shoulders with the stars – yep, Gucci Guilty is holding a little competition to give one lucky fashion fan the chance of winning a weekend to remember.

Full details of the competition and how to enter are on the Gucci Guilty Facebook page, but we will tell you this – you and a friend could fly business class to LA, sleep in luxury at the Chateau Marmont, go on the ultimate Gucci shopping experience and get VIP tickets to the VMA’s.

Enough said, really. Go enter – but make sure watch the trailer first.