As I flicked through ES Magazine a few weeks back, I stumbled upon the news that luxury Italian label Gucci have launched their new beauty collection, aptly named Gucci Beauty...
ES Magazine 14.06.19
After a brief line in 2014, the fashion house have made a much-needed return to the palette with a beautiful selection of luxurious lipsticks for their May makeup range. 58-hues named after iconic movie stars including Goldie Red, Crystal Black, Katrin Sand and No More Orchids encapsulated in three tantalisingly different formulas: Baume à Lèvres, Rouge à Lèvres Satin and Rouge à Lèvres Voile. The packaging is pretty and stands out with turquoise, etched gold and a signature floral pattern enveloped over glamorous gilded tubes. At £34 a pop I think that sounds about right...
Inspired by Iconic Hollywood Movies, the trio invites everyone to 'Be Bold. Be Bright. Be Beautiful' as part of the #GucciBeautyNetwork, a unique campaign video starring Dani Miller from New York punk band Surfbort. She herself is on a mission to champion self-acceptance in the name of outsiders everywhere, making the frontwoman the perfect muse for an ad full of diverse girls, upper lip hair, blemishes and her own signature teeth gaps. Gucci stays true to its recent vintage vibe with an 80s Disco meets Depeche Mode styling and setting shot by renowned photographer Martin Parr...
The creative direction is a far cry from the usual pristine beauty ads in magazines and on billboards today, instead showing a truer side to women's faces, breaking down advertising stereotypes and encouraging ladies to embrace their imperfections and be who they are. There is an element of 'having fun with makeup' that runs throughout the video and at the heart of it a rawness and realness. This theme of authenticity has been at the root of Gucci ever since Creative Director Alessandro Michele took the reigns from Frida Giannini back in 2015. The former Accessories Designer for Fendi known for his quirky style, long mane and extravagant beard has transformed the premium brand from a traditional label into one that appeals to a younger generation of millennials. He has doubled the company’s revenue in four years, with 2017 bringing in a reported $7.1 billion and Forbes recently named the fashion and leather goods business at #30 in the The World's Most Valuable Brands...
Perhaps the designer's clever onboarding of ex-One Direction's Harry Styles has played a key role in the enterprise's popularity amongst a youthful demographic. There is also that current gender fluidity that the teen heartthrob embraced so well at the 2019 Met Gala in a sheer pussy bow number, heels, nail polish and an earring. Prior to that, the singer starred in a campaign video for Gucci Men's Tailoring where he is seen carrying a chicken along an ordinary English street before heading into a traditional fish and chip shop. The theme of the everyday runs throughout and portrays Gucci as a luxurious but attainable brand. It works well because it is a real-life setting and a juxtaposition: you do not expect Gucci to be alongside battered cod...
Michele has also worked his magic by casting Lana Del Rey and Jared Leto for the label's Guilty fragrance in a film shot by Glen Luchford back in January. Much like #GucciTailoring, #ForeverGuilty merges luxury fashion with real-life scenarios as we catch a glimpse of the pair visiting a hair salon, grocery store, laundromat and diner with a cameo appearance by none other than Hole's Courtney Love. The video encapsulates the theme of nostalgia that Alessandro loves so much, this time heading to the 1950s with old school attire, a retro setting and vintage rock 'n' roll....
The visionary also enlisted the duo for the 2018 Met Gala where the trio rocked up in religious ensembles perfectly fitting for the heavenly theme. His Gucci gang has also consisted of Ashley Graham, Florence Welch and Dakota Johnson who he has a penchant for as she is the face of his new perfume Bloom. This year's fundraising event was co-chaired by the talented man himself and Gucci poster boy Harry Styles who the creative genius had on his arm for the duration of the pink carpet...
