Diversity has become more than a buzzword in the beauty industry. At this point, it's a prerequisite to having a successful brand. Ads are embracing this and finally are more reflective than ever of the women buying the products they're selling. Still, there’s one ideal that hasn't been challenged in a big way yet, and that's the idea of "perfect" teeth. Until now.
Gucci Beauty's new campaign for the launch of 58 lipsticks—the brand’s first cosmetics launch under creative director Alessandro Michele—aims to flip the script on what's considered conventionally beautiful. According to the brand, Michele’s vision for the line is to represent complete liberty and self-expression, and the campaign “conveys a clear message that authentic beauty lies in imperfection.”
The campaign features four print images, a closeup on each of four models, as well as a video inspired by eighties infomercials. The most attention-grabbing of the bunch is a close-up of model and singer Dani Miller’s teeth, which have large gaps that she proudly displays in a smile.
Miller tells Glamour that she used to be bullied for her teeth and would beg her mom for teeth implants growing up, but eventually learned to embrace her unique look. "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 says. "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."
It’s inspiring to see such a joyful display of unconventional beauty, especially coming from one of the largest and most prestigious fashion houses in the world. While there have been successful models with teeth gaps (Slick Woods and Georgia May Jagger, to name a few), their smiles tend to fit into a singular type of imperfection: The gap is small and straight in the middle of pearly white teeth. The other three images feature more real and raw poses uncommon in beauty ads, such as snarling and a model sticking out her tongue, rather than a forced smile or a sexy pout.
On her Instagram, Miller wrote a heartfelt caption about her journey to self-acceptance and the pressures of fitting in: “Growing up you go through an evolution of overcoming insecurity’s [sic] and healing from being bullied or the intense pressures of fitting in the perfect cookie cutter traditional style of beauty and 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. A celebration for the beautiful freaks shedding even more of my insecurity’s and doubts, there is space for everyone to be themselves even in the beauty and fashion world! Hope it inspires everyone, especially the youth, to love their quirks even more and feel beautiful and powerful with their true self! Hate and exclusion is so washed out.”
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She also says the first time she saw the campaign she had just as emotional a response to it as many commenters, who have shared how meaningful it is to see themselves represented. "My heart exploded with love and I cried because it’s more than just me in an ad, but a new take on beauty. Alessandro and the entire team are so incredible to change the narrative and make lipstick about something to empower you."
While there has been an overwhelming positive reaction to the campaign, there’s also been a certain amount of negativity in regard to the photo. Comments saying the image doesn’t make people want to purchase lipstick or even “calling out” Gucci for promoting unhealthy habits are still live on the post. Even on the beauty watchdog Instagram Estee Laundry, a platform used to call for more representation and transparency in the beauty industry, results were split when the account posted a poll asking its followers about their thoughts on the campaign. (Glamour has reached out to the page for exact numbers.)
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The whole thing goes to show just how ingrained conventional beauty standards are. We're now more comfortable with women who look “different,” but still in very specific ways. The only way change will happen is through brands' using their platforms to showcase that beauty comes in many forms. And Gucci is a great place to start.
The Gucci Beauty lipstick collection is available now at Gucci.com and at the Saks Fifth Avenue New York Flagship. The collection will be available on Saks.com on May 29th.
Bella Cacciatore is a beauty assistant at Glamour. Follow her @bellacacciatore_ on Instagram.
