Earlier this month, Gucci Beauty released its first ever mascara. And while Mascara L'Obscur has been hot with the press (I mean, check out that packaging), the campaign imagery is causing quite the stir amongst consumers.
The latest addition to the fashion house’s beauty line has been advertised with a range of imagery by British photographer Martin Parr, depicting different ideals of beauty. The imagery also features New York punk musician, Dani Miller and her now-famous gap-toothed smile, dividing customers.
The comments have started yet another debate about diversity, even in these times of increased body positivity, with remarks such as, “this definitely isn’t going to sell their mascara... Looks like she’s put on old mascara that she’s found in the bottom of a drawer,” and “is this an SNL sketch?” Many also disapproved of Miller’s appearance, in particular, her missing teeth, as reported by The Guardian.
This is Gucci’s second campaign featuring Miller, the first was for its lipstick launch last year. At that time, Miller spoke to Vogue about her feelings about her appearance.
“Growing up you go through an evolution of overcoming insecurities and healing from being bullied or the intense pressures of fitting in the perfect cookie-cutter traditional style of beauty... and this [Gucci] campaign... has felt like a coming out party and a reiteration of feeling comfortable and proud to be myself," said Miller.
“There is space for everyone to be themselves, even in the beauty and fashion world! Hope it inspires everyone including the youth to love their quirks. Hate and exclusion are so washed out.”
Gucci creative director, Alessandro Michele, chimed in, saying the mascara is “for an authentic person who uses makeup to tell their story of freedom. We looked for somewhat eccentric personalities who really wear their makeup in this way.”
Additionally, Gucci Beauty global makeup artist, Thomas De Kluyver had an important message to spread when it comes to inclusivity in the beauty space.
“In an ideal world I wish there wasn’t a boundary there at all. It doesn’t matter what gender you are, the makeup is there for everyone, and this isn’t a trend," De Kluyver told ELLE.
"I always wore bits of makeup when I was young. But now I’ve been more comfortable wearing more makeup because society has changed. People are feeling more comfortable being themselves. It’s fun to explore different facets of your identity."
Miller added that we need to remember that our flaws, are not actually flaws.
“Yes, there are traditional beauty standards, but if you don’t fit into that, you can still have a party with your quirks – and celebrate yourself.”
Gucci Mascara L'Obscur retails for AU$59 and can be purchased here.
