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gucci's new beauty instagram is inspired by art history

The account shares artworks that traverse history as well as gender, culture and geography.

by Gemma Jordine
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18 September 2018, 5:50pm

Images via Instagram

Gucci just dropped a surprise announcement in the form of a mysterious new Instagram account, @guccibeauty. After conquering the minds and wallets of Gen Z with maximalism, colourful graphics and logomania, Alessandro Michele is now looking to continue his successful tenure at Gucci by revitalising its beauty offering.

The Gucci Beauty account leaves a lot of questions unanswered — at the moment, its feed consists of historical artworks sourced from various public and private collections. The works traverse history as well as gender, culture and geography; with posts spanning 2000 year old Egyptian art, Japanese woodblocks and contemporary African American painters. The story behind each piece of art is explored in the caption by a group of art writers with varying perspectives.

It's expected that eventually the Gucci Beauty account's focus will shift from art history to relaunching Gucci's cosmetics line. The company first attempted cosmetics under Michele’s predecessor Frida Giannini, who collaborated with Pat McGrath on a line in 2014. Unfortunately for us, the line seemed to have gone by the wayside in recent years — until now.

Keep watching @guccibeauty for both an art history lesson and a potential sneak peak at what could be the house's next bestselling products.

This article originally appeared on i-D AU.