Gucci Beauty is back, now with Alessandro's creative direction

The new campaign brings Alessandro's eccentric nostalgia to play, featuring a 58-piece lipstick collection.
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Gucci muse Dani Miller in a behind-the-scenes shot from the new Gucci Beauty campaign

When we first saw the emergence of Gucci Beauty's Instagram account (@guccibeauty), we were all squealing with excitement because finally, Alessandro Michele is going to take over the brand's cosmetics line.

First started in 2014 by his predecessor Frida Giannini, in collaboration with Pat McGrath, Gucci Beauty was a beauty collection that featured lip, face and eye products but it never really took off or have any part in the Italian brand's campaigns or initiatives.

But finally, that has changed because Gucci Beauty has just debuted its first cosmetic campaign under the creative direction of Alessandro featuring a 58-piece lipstick collection with three different formulations!

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And to kickstart the new collection, Gucci Beauty unveiled a series of campaign imagery that has the world go wild with excitement.

In its press release, it says, "Makeup should not mask, but rather exalt, flaws and make them part of the language of beauty" and that was perfectly captured in the campaign shot by Martin Parr.

Quite literally "a manifesto of beauty written by the house's creative director", this Gucci Beauty campaign brings the signature vintage aesthetic that we love Alessandro for to play and it is simply delicious!

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For this 58-piece collection, Gucci has prepared three formulations to cater to every woman's needs – the richly pigmented Rouge à Lèvres Satin (36 shades), the sheer Rouge à Lèvres Voile (18 shades), and the tinted balm, Baume à Lèvres (4 shades).

The shades themselves are inspired by Hollywood's Golden Age, which also mirrors the brand's Spring/Summer 2019 ready-to-wear collection and fashion campaign.

And each of the lipstick range has its own chic packaging including a gold case with engravings, a solid pastel case and a vintage floral print case.


Swipe below to see the Gucci Beauty lipstick packaging below:


And wrapping up the story is an accompanying campaign film, directed by Sean Vegezzi and shot by Christopher Simmonds, that stars Surfbort frontwoman Dani Miller alongside a trio of models – Mae Lapres, Achok Majak, and Ellia Sophia Coggins – in a sultry and quirky take of the Gucci Beauty lipsticks.

And for the newly revived Gucci Beauty, the brand has appointed Thomas de Kluyver as its new Global Makeup Artist, who is known for creating lipstick-heavy looks and has done work for Opening Ceremony, Carven and Kenzo runway shows.


Watch the Gucci Beauty campaign film below:

Gucci Beauty’s #GucciBeautyNetwork

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