Gucci’s latest beauty campaign is making an important statement - more diversity, more body positivity, and more inclusion in the beauty industry.
As part of the campaign for the Italian luxury label’s new mascara, "L'Obscur”, by Gucci's creative director, Alessandro Michele, a roster of models were added, and that includes Ellie Goldstein, an 18-year-old model with Down’s syndrome from Ilford, Essex. This makes her first modelling gig, where she was scouted in an instagram scouting project earlier in November last year as part of the Photo Vogue Festival.
Other models of the campaign include Jahmal Baptiste, Enam, Kadro Vahersalu, and Ruoyi Yi — all of whom were selected by British photographer David PD Hyde and artist Catherine Sevel from over 6,000 photos posted on Instagram.
Ellie is under contract with Zebedee, a talent agency created to improve the representation of people excluded from the media. This includes non-binary people as well as transgender, disabled or “alternative looking” people.
This follows Gucci's overall goals of "supporting emerging talents and promoting the theme of unconventional and non-stereotypical beauty," according to a press release.
Followers of Gucci label were quick to support this choice: "This campaign is fabulous!" or "Beauty has no limits", can be read under the Instagram post of the brand's account. With more than 800,000 likes, this makes it the most popular post ever published on the Gucci account.