在社群媒體成為社交的主流方式之後，每天花上幾小時瀏覽動態已經是家常便飯，而許多時尚品牌也跟著這股潮流，運用社群媒體來宣傳，不得不承認，總是能用創意版面獲得關注的幾個品牌，的確也成功攻佔了年輕世代的支持，而最近在新世代的人氣高居不下的時尚品牌Gucci，也開始開設了美妝IG帳號，不過目前卻還不見任何商品，到底是怎麼回事呢？
＠Guccibeauty
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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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點開Gucci Beauty 的Instagram，發現清一色都被歷史畫作佔據，不僅囊括了西方服裝史，從文藝復興、洛可可、巴洛克到維多利亞時期都俱備，就連非洲、清朝、日本等地的畫作也在其中，所有畫作都是女性的肖像畫，她們展現了各自年代的美學、服裝以及妝髮，還細心的搭配上畫作的解說，以搶眼的視覺展開全新的品牌IG。
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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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Title: Idealized Portrait of the Mughal Empress Nur Jahan, c.1725
Museum: LACMA, Los Angeles ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ This Indian portrait from c. 1725, at @LACMA, one of the #GucciPlaces, depicts an historical figure — the Muslim Mughal empress Nur Jahan, who married Emperor Jahangir in 1611, when Nur was 34 years old and a widow. The well-educated empress was at the peak of royal power when the Mughal empire was at its strongest, and Nur Jahan is said to have been the real authority over her husband for more than 15 years. "Though Nur Jahan be in form a woman, / In the ranks of men she's a tiger-slayer," a poem of the time described her stature, also reflected in this confident image. #GucciBeauty — @kchayka Image courtesy of LACMA
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自從創意總監Alessandro Michele入主Gucci，我們就常在作品以及廣告中看見他將藝術及哲學注入其中，這次的美妝IG也是一樣，以獨到的美感模式釣眾人胃口，讓大家紛紛猜測他葫蘆裡在賣什麼藥，引發好奇及話題之外，也宣告Gucci的美學是跨越國界、歷史及文化的。
而在一周的藝術名畫輪播之後，Gucci開始發佈近拍角度的照片，配合春夏時裝周的發表，拉近具焦模特而身上的指甲油、妝容、髮型等，沒有刻意宣傳產品，而是提點自我美學，或許這也將是未來Gucci Brauty帶點神祕感的操作模式，以點到即止的方式營造話題。
不知道總是不按牌理出牌的Gucci下次又會帶來什麼驚喜，就讓我們繼續追蹤下去吧。
Cover via: guccibeauty
Cover Art Design: Alice
