Gap Teeth And Imperfect Smiles: Here Comes Gucci's Bright New Campaign

The luxury brand chose to showcase a whole spectrum of smiles for the launch of its new lipstick collection.

It has to be bright white, with perfectly aligned and well-proportioned teeth. Of course we're talking about our smile, which is and has been subjected for a long time to strict beauty ideals in the media. As Dazed analyses through a brief history of its representation in pop culture, exceptions to these very normative standards are scarce. To be honest, we can only think of Vanessa Paradis' gap teeth or Kate Moss' not-so-perfect teeth alignment.

As an opposite stance to these social constraints, Gucci is now taking a stand, opting to celebrate beauty in all shapes – and smiles. The brand is indeed giving imperfect sets of teeth the attention they deserve in its latest lipstick ad campaign, courtesy of none other than Martin Parr.


"A manifesto of beauty"

We can see gap teeth, not-that-white or not-that-polished teeth, all-around natural smiles in these quirky pictures that remind us of 80's-90's pop aesthetics. Gucci Beauty unveiled those photos in early May to showcase its 58 new shades of lipstick, aiming for a "manifesto of beauty" as creative director Alessandro Michele puts it.

Press materials also state that "makeup should not mask, but rather exalt, flaws and make them part of the language of beauty". Behind these uninhibited smiles, we recognize punk singer Dani Miller but also models such as Mae Lapres, Achok Majak and Ellia Sophia Coggins.


By Sirine Azouaoui, published on 12/06/2019