Fresh off presenting their collection at Milan Fashion Week, Gucci gave us their latest beauty product: Mascara L’Obscur. To celebrate, the brand dropped their latest campaign, featuring Surfbort frontwoman and label muse Dani Miller (she starred in Gucci Beauty’s debut campaign alongside Oyster #117 fave Amy Louise from Amyl and the Sniffers) wearing clumpy mascara… on purpose. Shot by Martin Parr Studio, the campaign reads: “It builds and builds for eyes that are EVERYTHING.” Literally.
In a video directed by Sean Vegezzi, Miller goes full ’80s information. “When eyes are on you, you need eves that are everything.” Again, literally.
But that’s not all. Earlier today, the label dropped a series of Two-in-One makeup tutorials explaining how we, too, can get our very own personal Gucci looks. In the first video, Gucci Global Makeup Artist Thomas de Kluyver, who developed the campaign’s clumpy lash look as a way to transform conventional beauty standards in the industry, shows us how to knit a sweater for a dog — and get a super bold look. “Apply with the wand positioned vertically for a bold punk volumized finish where high definition meets a wing-like fan of lashes,” he said.
In the second video, the makeup artist gives us something classic. He shows us how to do the look by applying L’Obscur “with the wand positioned horizontally for a sweeping effect that sees lashes separated at the root and subtly fanned out.”
As for the inspiration behind the product, Alessandro Michelle said, “I designed Mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way. When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way. We called it L’Obscur because this word balances charm and mystery.”
Clumpy lashes FTW.
Image: courtesy of Gucci Beauty