With its new mascara campaign, the company makes an important statement for diversity, body positivity and inclusion in the beauty industry. The campaign for the new "Mascara L' Obscur", designed by Gucci's creative director Alessandro Michele, was created last autumn in cooperation with the Italian Vogue and the Photo Vouge Festival. The pictures are not only tasteful, but also aim to spread an important political and social message.
One face of the mascara campaign is Ellie Goldstein, model with the Down syndrome. Ellie is under contract with Zebedee, a talent agency created to improve the portrayal of people who have been excluded from the media. This includes non-binary as well as trans people and people with disabilities or "alternative appearances". Like the other models, Ellie was photographed by British photographer David PD Hyde.
The community stands behind the label's decision. Below the Instagram posting there are numerous comments like "This campaign is fabulous!" and "Beauty has no limits".