Meet the 23-year-old creative who has collaborated with the likes of Harry Styles.
The aesthetic of the campaign is bohemian all the way, following a band of young people as they frolic around an idyllic Italian castle, loving each other, dancing around a bonfire and clearly living their best lives. True to Gucci form, the campaign is ethereal, all-around stunning and sensual, but for Reed, who is gender-fluid and prefers the pronouns they/them, the true takeaway of this fragrance is inclusivity.
As Reed aptly points out, it is quite true, when you think about it, that the fragrance category generally skews either hyper-sexualized or hyper-masculine , even though the scent itself is universal. Reed hopes that this campaign will help "send waves into the industry" about acceptance and inclusivity of all people, regardless of their gender or sexuality.
"It's quite a monumental statement that a brand such as Gucci is doing a completely universal, gender-neutral, gender-fluid fragrance," Reed says. "What excites me is the message that people hopefully take away from this…that being who you truly are is the most important that I think you can be in this lifetime."
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