Gucci Is Battling Traditional Beauty, And Here Are Three Controversial Ways

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Video: Gucci Is Battling Traditional Beauty, And Here Are Three Controversial Ways

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Gucci Is Battling Traditional Beauty, And Here Are Three Controversial Ways
Gucci Is Battling Traditional Beauty, And Here Are Three Controversial Ways
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The fashion house has once again launched a controversial advertising campaign. The main idea belongs to Gucci creative director Alessandro Michele. Since he took office five years ago, the brand's style has changed dramatically. Now one of his main goals is to fight against traditional beauty and standardization. It would seem that it's high time! But it seems that sometimes the brand is slightly skidded in an effort to get off the track of ideality.

BeautyHack recalled the controversial photo shoots and collections that the Italian luxury clothing and cosmetics manufacturer has presented recently.

Gothic lipstick on men's lips

Fans of the concern have appreciated the new line of Rouge and Levres Gothique cosmetics with a metallic effect and unusual shades. Gray-blue, deep green, gold, purple, dark orange lipsticks were enjoyed by fans of experiments. Traditionally, the advertising campaign features a male singer and DJ Jeffertiti Moon. Model Maya Lapre and saxophonist with an unusual appearance Zumi Rosow also took part in the shooting.

“I chose the name Gothique because the formula we created and the overall spirit of this collection were inspired by an incredibly important era in the history of makeup. In the 1980s, during the heyday of the punk culture, London youth showed freedom of spirit through their daring, bright makeup, regardless of gender. Real divas walked the streets, diversity and freedom of expression reigned around. And I found it really amazing,”explained Michele.

Guys in dresses and socks

As part of the Men's Fashion Week in Milan, a Gucci show was held, which was later covered by almost all glossy magazines. On the catwalk walked young men in short dresses and children's socks, in fluffy sweaters with prints in the form of chickens and flowers, in leopard-print coats and with long hair. It was often unclear if they were girls or boys.

“We are against toxic masculinity, it feeds abuse, violence and sexism. It gives birth to both aggressors and victims at once. It's time to abandon patriarchal attitudes and uniforms. The era of a person who is free from social restrictions and stereotypes is coming,”the company explained.

Lipstick ad with a toothless model

The Rouge a Levres Satin line of cosmetics was remembered by the fans of the brand not so much for its rich palette (the collection contains 36 shades of lipstick), as for the provocative photo session. The ad featured punk singer Dani Miller with a rather unconventional appearance. The girl lacks two upper incisors and is not shy about the dark cannon above her upper lip.

“We are proud of our body-positive campaign, it is for the daring, bright and beautiful! Unusual faces and natural beauty are what we all lacked so much,”they are sure of the fashion house.

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