Traditionally, the social channels for a beauty brand are an amalgamation of swatches, influencer posts and ad campaigns. This is not the case for Gucci, which has eschewed traditional branded posts for its new beauty-dedicated Instagram account @GucciBeauty.
An account “guided by creative director Alessandro Michele’s vision of beauty,” it depicts historically significant works of art – spanning a period from AD 90 to 2018 – accompanied by lengthy captions highlighting specific beauty elements in the works.
The subjects of each work vary significantly, with everything from Elizabethan paintings to an Egyptian mummy portrait having its beauty significance dissected. The captions come from a team of five art writers who are working on ‘The Art of Beauty’ project underneath Michele.
Currently the account exists to shed a light on how beauty ideals have been preserved and continue to evolve, but many expect the account to develop into an Instagram that showcases Gucci’s beauty offering – something Michele is yet to dig his claws into.
