PHOTO: FILE
But it wasn't the makeup products themselves that created the buzz,. Rather, the mouths that are wearing them. In a bold move to try and break away from the somewhat unrealistic beauty standards frequently used to promote makeup products, Gucci posted a photo of flawed teeth.
Presenting #GucciBeauty’s lipstick collection Rouge à Lèvres Satin. Shot by #MartinParr is Dani Miller from @Surfbortion in shade number 25 Goldie red. Creative direction by #AlessandroMichele, makeup by #ThomasdeKluyver and art direction by #ChristopherSimmonds. pic.twitter.com/7nRoGgTyIT
— gucci (@gucci) May 4, 2019
There was a time when gap-toothed models were all the rage. Yet, the ideal of 'perfect teeth' has not been challenged in a big way since then. Until now.
The campaign features four print images, a closeup on each of the four models, as well as a video inspired by 80s infomercials. The most attention-grabbing of the bunch is a close-up of model Dani Miller's teeth, which have large gaps that she proudly displays in a smile. "A celebration for the beautiful freaks shedding even more of my insecurities and doubts; there is space for everyone to be themselves, even in the beauty and fashion world," Miller said in an Instagram post.
tps://www.instagram.com/p/BxFv6uDFMBu/
Needless to say, the campaign didn't go unnoticed by dismayed onlookers sharing their thoughts.
https://twitter.com/xbeginagainx/status/1124733967511556096
Some condemned the brand for 'bad advertising'.
WTF??! This is not good advertisement....I don’t see lipstick. #Gucci get it together pic.twitter.com/j5KMFBZwDT
— Nimco_Shiek (@Ashton_Nuur) May 4, 2019
However, the campaign was also met with support of Gucci's new vision. Many saw it as an 'expression of freedom' tool.
Makeup is a total expression of freedom, because putting on lipstick means you are getting closer to the amplified idea that you want to give yourself. #Gucci pic.twitter.com/SJPDkn3Zj9
— edu.cade (@YouGottaGoTH) May 6, 2019
The Gucci Beauty Instagram feed is not your typical beauty account. Product flat-lays, re-grams of influencers wearing the makeup and heavily photo-shopped images are done away with.
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Since 2018, the brand has been going in a different direction, focusing on illustrations of their pretty blush-pink 'Bloom' fragrance, close-up beauty looks and lunch trays with lipstick-stained teacups.
https://www.instagram.com/p/Bw-9knIAurs/
The newly-released lipstick collection consisting of three finishes - 'Rouge à Lèvres Satin', 'Rouge à Lèvres Voile' and 'Baume à Lèvres' - all have a subtle violet scent. The line apparently kept inclusivity in mind, offering 10 nude shades with various undertones along with nine reds.
PHOTO: INSTAGRAM/GUCCI BEAUTYGucci kicked off the line with lipstick because creative director Alessandro Michele believes it is the ultimate tool to make flaws part of the larger beauty narrative. That includes lipstick smeared on models teeth, which is seen in the campaign video and images as well.
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