Guuci's New Campaign Featuring Imperfect Teeth Is Shaking Up The Beauty Industry

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Gucci campaign


Beauty standards have widened exponentially in recent years, but there's still corners of diversity that have yet to be recognized by major brands. The idea that perfect teeth equals beauty is one of them. We rarely see images of imperfect smiles in the fashion or beauty industries outside of the occasional slight, quirky gap tooth. The latest Gucci campaign, however, is making a bold statement about beauty.

The brand introduced their newest launch, 58 lipsticks, each named after classic Hollywood actresses (like Joan Crawford, Bette Davis, Jean Harlow) and the films they starred in.

The campaign images have caused quite a stir among fans with its images of "imperfect teeth.” The star of the launch is Dani Miller, lead singer of punk band Surfbort, who proudly shows off her gapped-toothed smile while wearing an orange-red lipstick shade.

The other models in the campaign are Mae Lapres, Achok Majak and Ellia Sophia Coggins.

Miller made an emotional Instagram post after the launch, saying that "this @guccibeauty campaign celebrating me and my friends own style of beauty has felt like a coming out party and a reiteration of feeling comfortable and proud to be myself." She also told Glamourthat she was bullied incessantly for her smile, eventually coming to accept who she is. "I hope the ad inspires and reassures people around the world to find confidence and know that it’s okay to be themselves even more," she told the publication. "Let go of the pressures of traditional beauty and perfection. Your unusual features are powerful and beautiful. Ignore the haters. Embrace your inner freakiness, your authentic self. You are so beautiful and a bright shining star, and you never have to hide or feel unworthy ever again."

But of course, with any statement comes criticism. While many have expressed appreciation for the campaign's exclusivity, others have called out the campaign for promoting poor hygeine. "I get they’re trying to promote diversity and stuff with this model but this is just promoting pure bad hygiene and bad health," one follower wrote.

Some also think that Gucci has simply missed the mark. "What's up with this campaign?" one commenter wrote. "It's really taking away from the lipstick."

However, in a press release announcing the launch of the campaign as "a manifesto of beauty written by the house's creative director [Alessandro Michele].” Press materials also preached that "makeup should not mask, but rather exalt, flaws and make them part of the language of beauty."

The criticism surrounding the campaign comes on the heels of the brand's other recent blunders, including their purposefully "dirty" sneaker retailing for $870 and a sweater that resembles blackface.

Hopefully, the brand has learned from previous missteps and can continue using their platform to create meaningful campaigns.