Gucci Beauty’s recent revelation on Instagram shows that the brand has collaborated with Milan-based hijabi influencer, Aya Mohamed (@milanpyramid) to promote its Rouge De Beauté Brillant lipstick.
Aya and Gucci Beauty launched a fresh and natural makeup tutorial on Instagram with a video that demonstrates how Aya achieves her go-to look, which features a soft liner, a light coverage dewy foundation, and a glossy tinted lip balm. In the IGTV tutorial, Aya used Gucci Beauty’s new Rouge De Beauté Brillant, which is a moisturizing and hydrating lip balm with a plumping effect. “For me, makeup is a form of art,” stated the fashion and beauty influencer.
This isn’t the first time Aya, who was born in Egypt and raised in Milan, has worked with a high-end brand. A politics student and social activist by day and fashion and beauty influencer by night, Aya has a long list of collaborations with luxury fashion houses, including names like Tory Burch, Etro, Prada, and Valentino.
Over the past few years, Gucci has taken steps to adopt more inclusive digital marketing strategies in efforts to represent and appeal to women from the Middle East and North Africa, as well as those who identify with modest fashion. Hijabi women are now frequently featured on the brand’s runways and in its fashion campaigns — recently, a campaign showcasing The North Face X Gucci collaboration also featured a hijabi model of colour.
In 2018, Gucci faced some “cultural appropriation” criticism for its depiction of face and head coverings during the brand’s autumn/winter 2018 fashion show. Nonetheless, the Italian fashion house, which has revamped its image under the creative direction of Alessandro Michele, is at the forefront of diversity and inclusion in the industry, and is proving to be particularly popular among modest fashion enthusiasts.
“When Alessandro Michele took the reins as creative director of the brand in January 2015, he gave the Italian label a whole new identity. Over the next few seasons, his collections displayed an array of seemingly Victorian-inspired long hemlines, high necklines and loose, voluminous cuts. Pleated midi skirts in leathers and metallics suddenly became all the rage, paired with printed pussy-bow blouses and layered knits. Gowns crafted from luxurious silks, chiffons and laces featured ruffled necklines and tiered skirts, and patterned suits gave female power-dressing a whole new meaning.”
Modesty: A Fashion Paradox by Hafsa Lodi
With the spotlight now on Aya, the beauty division of the fashion label is clearly continuing on this inclusive legacy, and we hope to see fellow luxury beauty brands follow in Gucci’s footsteps.
