Celebrating creativity through the lens of courage, Gucci Beauty’s latest campaign tells a powerful story of freedom. Featuring Ellie Goldstein, an 18-year-old model with Down syndrome, the campaign is shot by London-based photographer, David PD Hyde. It is in promotion of the brand’s latest L’Obscur mascara, created for those who “dare to express and embrace their differences.”
Posting the photo of Goldstein to their Instagram account, Gucci Beauty has since received more than 800,000 likes and accumulated thousands of comments in praise of their decision. Fans of the brand such as Shelly (@shelladineshelladine) have commented on the authenticity of the photos, writing “thank you for using a *beautiful* and diverse range of models; it’s lovely to ndroe a campaign where it doesn’t feel tokenistic and difference is being celebrated,” while others much as Brook (@brookie728) commend the positive implications of Goldstein’s inclusion, noting she is “such an inspiration for my daughter with Down syndrome that is 14! Awesome!” Commenting on the photo herself, Goldstein (@elliejg16_zebedeemodel) writes “I love this. Thank you for this amazing opportunity and a fabulous day shooting.”
Originally from Essex, England, Goldstein is managed by Zebedee Management, a talent agency “created to increase the representation of people who have until now been excluded in the media.” Based in London, the company supplies talent for a wide range of pursuits, from high-end fashion campaigns to commercial advertisements all across the UK, America and beyond. Goldstein, an obvious choice for the L’Obscur campaign was scouted through a social media program, launched by Gucci Beauty in partnership with Vogue Italia.