No advertising campaign, product, blogger, tutorial or model. At least for now.

@guccibeauty, the new Instagram account of Gucci, tells, with a new perspective, of beauty and its evolution over time through works of art from the most important museums and galleries and private collections around the world, from the Metropolitan Museum in New York at the Uffizi Gallery in Florence. The space, guided by the aesthetic vision of creative director Alessandro Michele, brings together works such as Woman of Constantinople by Jean-Léon Gérôme, Portrait of Maria de Medici by Agnolo Bronzino, Woman at the Bath by Hashiguchi Goyo or Aurelia By Dante Gabriel Rossetti, all accompanied by the commentary of five writers and art critics, who contextualize the historical and cultural period of the painting, underlining the way in which elements such as red lips and curled hair are captured and understood by artists, eras and different cultures.

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Title: Woman at her toilet, c.1700 Author: François Boucher Private Collection ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀ ⠀ ⠀⠀ ⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ François Boucher was one of the defining artists of France’s Rococo period, known for his voluptuous, romantic paintings depicting allegories and genre scenes. In particular, his paintings often have a kind of eroticism, emphasized by his soft rendering of flesh amid idyllic landscapes. In this 18th-century portrait of a woman at her toilet, Boucher depicts a rosy-cheeked woman gazing at herself in the mirror; her hands in particular have a plump sensuality. A lover is suggested by the portrait she holds in her hand, giving her placid, thoughtful expression a romantic feeling. #GucciBeauty — @lrsphm Photo Agnew's, London / Bridgeman Images

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Each image is an interesting example of how

"Beauty represents an ideal of each place and era, a style that the artist felt was worth preserving." - explains the Florentine brand - "Sometimes it meant high hairlines and high collars, like Elizabethan England, but it can also be a native woman’s simple blouse from a 1876 portrait by painter Felipe Santiago Gutierrez, one of the first international Mexican artists."

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Title: Woman At Toilette / Keshō no onna, 1918 Author: Hashiguchi Goyō Museum: LACMA, Los Angeles ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Ukiyo-e, a Japanese movement, was characterized by its depictions of beautiful women and landscapes that reflected the newly hedonistic “floating world” created by Tokyo’s economic growth in the Edo period. In this 1918 portrait, Hashiguchi Goyō, a woodblock artist, uses delicate lines to render a beautiful woman applying powder to her skin. Her fully exposed shoulder is alluring in contrast to her demure expression, and she seems to be caught in a personal, domestic moment — underscoring the tension and seduction in the delicate balance between public beauty and private adornment. The image is in the collection of @LACMA, one of the #GucciPlaces. #GucciBeauty — @lrsphm Image courtesy of LACMA

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This new project represents a space and a different look from any other beauty perspective that fits perfectly into the aesthetic revolution implemented by Michele da Gucci. The vision of the Roman designer has always intersected fashion, history, art, culture and different inspirations that the talented creative manages to transform every time into a unique and eclectic aesthetic proposal that has conquered millions of people.

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Title: Aurelia (Fazio’s Mistress), 1863 Author: Dante Gabriel Rossetti Museum: Tate, London ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Dante Gabriel Rossetti, a British-Italian painter, poet, and translator, made this c. 1863 portrait of a woman, held by the Tate, he could only imagine, taking his subject from the 14th-century Italian poet Fazio. In a poem, Fazio described his mistress’s “clear brows” and “white easy neck.” Rossetti used his own lover, Fanny Cornforth, as a model. Their affair lasted until Rossetti’s death in 1882; she was the subject of over 60 works. Rossetti is known for his role in co-founding the nostalgic Pre-Raphaelite Brotherhood, influenced by medieval art. Their goal was to be “direct and serious and heartfelt.” #GucciBeauty — @kchayka Tate, London 2018

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