
Gucci Wants You to Clump Your Mascara
By Jeena Sharma
Mar 04, 2020Gucci has never been the kind to shy away from making a statement, and now to launch its Gucci Mascara L'Obscur, the brand has dropped a new campaign drawing even more polarizing reactions.
Related | Sad Girls Wept Down the Runway at Gucci
Shot by Martin Parr Studio, the imagery features singer Dani Miller wearing purposefully clumped mascara. The motivation behind the look, created by Gucci Global Makeup Artist Thomas de Kluyver, is challenging conventional standards of beauty that currently dominate the beauty industry.
"I designed Mascara L'Obscur for an authentic person who uses makeup to tell their story of freedom, in their way," said Creative Director Alessandro Michelle. "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."
Related | Gucci Proves Disco Never Died
The extremely "buildable" formula" is designed for a bold, customizable finish, and Gucci further claims a long-lasting finish of more than 12 hours. Its comfortable film is allegedly "near impossible to smudge, flake, feather or migrate once dry."
And if you're not inclined to recreate Miller's clumped campaign look, De Kluyver suggests two primary styles that can be done with the mascara.
Related | Finally, Gucci Mane Is the Face of Gucci
For the "classic look," De Kluyver says to "apply with the wand positioned horizontally for a sweeping effect that sees lashes separated at the root and subtly fanned out." For the "bold look," he says, "Apply with the wand positioned vertically for a bold punk volumized finish where high definition meets a wing-like fan of lashes."
Photos courtesy of Gucci
From Your Site Articles
MORE ON PAPER
Music
Yungblud Reclaims Rock Stardom
Story by Georgia Evans / Photography by Ellen von Unwerth / Styling by Mike Adler / Grooming by Luca Tullio / Set design by Caylah Jean
Story by Georgia Evans / Photography by Ellen von Unwerth / Styling by Mike Adler / Grooming by Luca Tullio / Set design by Caylah Jean
02 July
Music
Reneé Rapp Trusts Herself
Story by Erica Campbell / Photography by Yasmine Diba / Styling by Valeria Semushina / Makeup by Loren Canby / Hair by Marissa Marino / Nails by Anna Wesolowska / Set design by Kelly Infield
Story by Erica Campbell / Photography by Yasmine Diba / Styling by Valeria Semushina / Makeup by Loren Canby / Hair by Marissa Marino / Nails by Anna Wesolowska / Set design by Kelly Infield
26 June
Film/TV
'Overcompensating' Hits Where It Heals
Story by Joan Summers / Photography by Kenyon Anderson / Styling by Marissa Pelly / Set design by Liz Mydlowski / Makeup by Rommy Najor, Mollie Gloss / Hair by Akihisa Yamaguchi, Sergio Estrada / Grooming by Kennedy Trisler
Story by Joan Summers / Photography by Kenyon Anderson / Styling by Marissa Pelly / Set design by Liz Mydlowski / Makeup by Rommy Najor, Mollie Gloss / Hair by Akihisa Yamaguchi, Sergio Estrada / Grooming by Kennedy Trisler
05 June
Entertainment
The 2025 Tonys: 'Give It Everything Or Die Trying'
Story by Michael Musto / Photography by Timothy Greenfield-Sanders / Jewelry by Alexis Bittar
Story by Michael Musto / Photography by Timothy Greenfield-Sanders / Jewelry by Alexis Bittar
05 June
Film/TV
Coolest Person in the Room: Stephanie Suganami
Story by Andrew Nguyen / Photography by Diego Villagra Motta / Styling by Angelina Cantú / Hair by Stefano Greco / Makeup by STOJ
Story by Andrew Nguyen / Photography by Diego Villagra Motta / Styling by Angelina Cantú / Hair by Stefano Greco / Makeup by STOJ
30 May