Gucci praised for using models with missing teeth in its new lipstick ads – but some aren’t so sure

When envisaging a Gucci lipstick advert, models with discoloured and missing teeth probably wouldn’t immediately spring to mind… until now. 

A campaign for the brand’s new beauty line is raising a lot of eyebrows for featuring ‘unconventionally beautiful smiles’.

The adverts show three different mouths sporting the brand’s Rouge à Lèvres Satin lip colour – but instead of the pearly whites we’ve come to expect from a model in a fashion campaign, their grins reveal gaps where teeth should be and gnashers that are yellowing in colour.

Many of the brand’s followers on Instagram weren’t convinced by the unconventional ads, shot by photographer Martin Parr.

Punk singer Dani Miller is the face of a new Gucci campaign for the brand's upcoming beauty line. The performer is missing two of her lateral incisors

Punk singer Dani Miller is the face of a new Gucci campaign for the brand's upcoming beauty line. The performer is missing two of her lateral incisors

Punk singer Dani Miller is the face of a new Gucci campaign for the brand’s upcoming beauty line. The performer is missing two of her lateral incisors

The campaign features three close-up images of 'unconventional smiles,' with missing teeth (pictured) or yellowing ones

The campaign features three close-up images of 'unconventional smiles,' with missing teeth (pictured) or yellowing ones

The campaign features three close-up images of ‘unconventional smiles,’ with missing teeth (pictured) or yellowing ones

Some Instagram users said the pictures were not a success and that they even were scared of Miller's smile

Some Instagram users said the pictures were not a success and that they even were scared of Miller's smile

Some Instagram users said the pictures were not a success and that they even were scared of Miller’s smile 

The face of the campaign is singer Dani Miller, from punk band The Real Surf Bort. Miller is missing both her lateral incisors and her gums are clearly visible in the pictures. 

The photos certainly made waves and split opinion, with some believing the campaign is ‘necessary’ and others claiming it promotes poor dental hygiene.

One shocked user commented: ‘This is terrifying.’

Another wrote: ‘It’s not beautiful just because it’s realistic,’ adding: ‘These teeth are just unhealthy, not beautiful.’

And one went so far as to claim Gucci has ‘ruined its name now’. 

The photos certainly made waves and split opinion, with some believing the campaign is 'necessary' and others claiming it promotes poor dental hygiene

The photos certainly made waves and split opinion, with some believing the campaign is 'necessary' and others claiming it promotes poor dental hygiene

The photos certainly made waves and split opinion, with some believing the campaign is ‘necessary’ and others claiming it promotes poor dental hygiene

Many said they did not like the campaign, pointing out the hygiene issue, with some even suggesting the models to spend what they would spend on the lipstick on dental care

Many said they did not like the campaign, pointing out the hygiene issue, with some even suggesting the models to spend what they would spend on the lipstick on dental care

Many said they did not like the campaign, pointing out the hygiene issue, with some even suggesting the models to spend what they would spend on the lipstick on dental care

One Instagram user said they understood what the brand was trying to achieve, but claimed ‘crooked/gappy teeth aren’t just bad for cosmetic reasons, it’s actually bad medically’. 

But many praised the fashion house, writing that they feel the eye-catching campaign is necessary. 

‘It makes me feel like my teeth are okay,’ one Instagram user shared.

One Instagram user admitted the campaign made her feel like her imperfect teeth were 'okay'

One Instagram user admitted the campaign made her feel like her imperfect teeth were 'okay'

One Instagram user admitted the campaign made her feel like her imperfect teeth were ‘okay’

Other users felt the campaign was 'pure genius' and thanked Gucci for representing smiles that looked like theirs

Other users felt the campaign was 'pure genius' and thanked Gucci for representing smiles that looked like theirs

Other users felt the campaign was ‘pure genius’ and thanked Gucci for representing smiles that looked like theirs

‘Never thought I’d see teeth like mine in a high fashion scale,’ admitted another. ‘Thank you for including the fact that not everyone has the straight teeth we are told to have.’

Another argued: ‘Is this woman supposed to be excluded from wearing lipstick cuz y’all don’t like her teeth? Dumb. Y’all are trash [sic].’

‘Thank you, I was also born without my adult lateral incisors and always felt so insecure and ashamed of smiling before I had my surgery,’ shared another.

‘I wish I had seen this ad when I was younger, it’s beautiful and 16-year-old me is smiling.’

And one pointed out: ‘It’s a funny phenomenon that folks will bang their fists on tables for equal beauty representation (rightly so), but when they’re given an ad featuring a woman with a healthy nonconventional smile, they make immature and pretty weak jokes. Beauty is everywhere.’ 

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