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Gucci's latest beauty campaign for Gucci Mascara L'Obscur, stars Ellie Goldstein, an 18 year old model with Down Syndrome, and is also featured online by Vogue Italia.

 

 

 

 

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A post shared by David PD Hyde (@davidpdhyde) on Jun 17, 2020 at 1:08am PDT

Goldstein is from the UK, and is represented by Zebedee Management, a talent agency that was "created to increase the representation of people who have until now been excluded in the media." 

Goldstein was photographed by David PD Hyde, who was selected to photograph the campaign after entering a scouting project on Instagram called #theguccibeautyglitch. 

The creative director of Gucci, Alessandro Michele, shared his inspiration behind the mascara: "I designed L'Obscur mascara for an authentic person who uses makeup to tell their story of freedom, in their way." He also shared the concept behind the mascara's name, saying "we called it L'Obscur because this word balances charm and mystery." 

 

 

 

 

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A post shared by Gucci (@gucci) on Jun 18, 2020 at 1:58pm PDT

The campaign's image currently has over 800,000 likes on Gucci's Instagram page, which is the brand's "biggest liked post EVER," according to Goldstein's talent agency. 

In the comment section of Gucci Beauty's Instagram, Goldstein thanked Gucci Beauty for featuring her in the campaign: "I love this. Thank you for the amazing opportunity and a fabulous day shooting." 

This campaign is a big step in the right direction for the future of the fashion and beauty industry, as more brands will hopefully follow in Gucci's footsteps and include more diverse models that are inclusive to all groups of people.

We *love* seeing big brands like Gucci taking the important steps to redefine beauty standards and showing that there is beauty in everyone. 

by Maya Camu | 7/6/2020