Image via Gucci Beauty
While fashion and beauty labels are pivoting to become more diverse, Gucci is celebrating the quirks of its customers from the get-go. Last year, the luxury brand debuted a dedicated Instagram account celebrating contrasting beauty ideals across cultures and centuries, and it turns out that this set the stage for the relaunch of its inclusive makeup line. Gucci has just reopened its beauty range, which it left off in 2014, with a striking campaign reminiscent of makeup ads from the 80s and 90s but with a twist.
Led by creative director Alessandro Michele, the Gucci Beauty relaunch campaign diverts from visuals of glamorous smiles with perfectly bleached teeth. Instead, you’ll see models with gappy grins and turned-down lips. The graphics’ unconforming nature nods at Gucci’s new lipstick range of 58 whopping shades, available in three finishes: ‘Rouge à Lèvres Satin’ (satiny); ‘Rouge à Lèvres Voile’ (sheer); ‘Baume à Lèvres’ (in a translucent balm form).
While fans have applauded the campaign’s counter to beauty stereotypes, others are worried it might normalize unhealthy dental conditions. “Either they need better self care or a better paying gig,” one Instagram user comments. For the most part, however, customers are in awe of this creative direction. Fans claiming to have “imperfect” teeth resonate with the models, whereas others have pointed out that the average consumer would not have a completely aligned smile. “I love this!” praises one customer. “As someone who is missing teeth of my own, I find it so empowering to see a luxury fashion brand embracing all smiles. To see my biggest insecurity be embraced means so much.” “Not everyone can afford braces or fake teeth,” another chimes in. “Fortunately, I have dental coverage and never needed braces, but the average American may not have that advantage.”
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