A$AP Rocky is one of the new faces in Gucci’s Guilty fragrance campaign launching in March.

Rocky will join actress Julia Garner and actor Elliot Page in the campaign. In one photo, Rocky is dressed in a ruffled collared shirt with a massive floral broach.

According to British GQ, Rocky, Garner and Page represent a new era for the fragrance just as Italian designer Sabato De Sarno took the reins as Gucci’s newest creative director last month.

This isn’t the first collaboration with the brand, the rapper made an appearance in Gucci’s Fall/Winter 2020 campaign alongside Tyler, The Creator, and Iggy Pop. A$AP Rocky has also attended several Gucci fashion shows, including the Gucci x Adidas show in Milan last February.

The Gucci Guilty scent has a recognizable peppery, mandarin-laden smell. The fragrance has been a hit since it first launched back in 2010.

The brand hasn’t released much beyond a few close-up images of the trio shot by photographer Glen Luchford.

Stay tune for more to come.