Ellie Goldstein is represented by Zebedee Management, an agency that works with models with disabilities and visible differences. She was scouted on social media through a project run by Vogue Italia from #PhotoVogueFestival that launched in November 2019. Shot by British photographer David PD Hyde, the campaign image features Goldstein in a Gucci monogram set, holding Gucci Beauty’s mascara L’Obscur, and another features a headshot of her wearing the mascara. After being shared on Instagram, the image became one of Gucci’s most-liked posts ever. “I designed L’Obscur mascara for an authentic person who uses make-up to tell their story of freedom, in their way,” says Alessandro Michele, creative director at Gucci.

After being shared on Instagram, the image became Gucci’s most-liked post ever.@the7thelosin (2020)

As Gen Yers and Zers become the predominant shoppers of luxury, their expectations surrounding luxury brand communication are deviating significantly from previous generations. Turning away from overly aspirational and oftentimes unachievable lifestyles, 71% of Gen Zers say they would like to see more diversity in advertising. And for content creation, a survey finds that one in two feel there’s a gap in representation in the cultural content they see. This isn't Gucci Beauty’s first foray into inclusive beauty campaigns; in 2019, the fashion house released a beauty campaign celebrating the beauty of dental imperfection. Also leaning into an anti-aspirational message, a Sephora campaign promotes the importance of self-acceptance in beauty.

Luana Sambell is a behavioural analyst at Canvas8. She holds a master's degree in consumer behaviour and is passionate about cultural trends and the latest happenings in retail. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.