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不賣產品，也不賣明星！Gucci Beauty 全新 IG 帳號攪什麼？

7 months ago

by SENIOR EDITOR

CANDY CHAN

品牌透過 social media 宣傳已經不是新鮮事，Facebook、Instagram 鋪天蓋地的宣傳，把最新的產品與廣告即時性更新，令粉絲第一時間收到相關資訊。Instagram 擁有著快速擴散的威力，最近 Celine 的一舉一動就全部在 IG 更新，極速滲透又擁有高討論性。

Instagram 宣傳的好處，相信不容置疑，不過，最近 Gucci 就背道而馳，為彩妝品系列開設了一個全新的帳號 Gucci Beauty ，4 日內發佈了 27 個帖子，但所有內容與產品完全無關。不 sell 產品，沒有產品大特寫，也沒有 KOL 試用，更沒有明星宣傳照，對於一個品牌的官方帳號還有什麼賣點？27 個帖子之中，除了首 3 個是品牌 Logo 外，其他都是藝術名畫，而畫中主角都是女性，有巴洛克時代的女性，也有日本、中國、埃及、非州的女性代表。外界對如此一個藝術性的品牌帳號，都摸不著頭腦，究竟葫蘆裡賣甚麼藥，就讓大家一同看下去！

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Title: Portrait of a Woman, c. 1600 Author: British Painter Museum: Metropolitan Museum of Art, New York ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Though the identity of this woman and that of the artist who painted her are lost to history, we can infer her royal status through her luxuriant dress and jewelry. Her richly embroidered sleeves and enormous lace collar were typical of the highly rarified Elizabethan court, complete with a pearl-studded veil that enthroned her hair and shoulders. This portrait, now housed at the @metmuseum, was once definitively thought to be that of Queen Elizabeth, though historians today are less sure. Regardless, the anonymous British painter who captured her likeness did so with a striking attention to detail and level of interest in her fashion. #GucciBeauty #TheMet — @tatianaberg Gift of J. Pierpont Morgan, 1911

Gucci Beauty（@guccibeauty）分享的貼文於 PDT 2018 年 9月月 13 日上午 11:29 張貼

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Title: Portrait of a Court Lady, Seated Half Length in an Embroidered Robe, Holding a Flower, mid 19th century Author: Chinese School Private Collection ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ The Shanghai School of painting introduced a fresh alternative to the then-dominating Literati style. Western-influenced brightly colored portraiture was among the newly adopted styles, a direct reaction to the demands of Shanghai’s mercantile elite who craved something distinct from the traditional aesthetics of the Chinese scholarly and gentry classes. This 19th-century portrait captures the era’s distinct stylistic elements, which included a brightly-colored palette (as depicted in the blues, greens, and reds of the subject’s clothing and large, dangly earrings) and exaggerated physical form. #GucciBeauty — @britticisms Photo © Christie's Images / Bridgeman Images

Gucci Beauty（@guccibeauty）分享的貼文於 PDT 2018 年 9月月 14 日上午 10:09 張貼

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Title: Mummy Portrait: Head of a Woman, Egyptian, 130-160 AD (encaustic with gilded stucco on wood) Museum: Detroit Institute of Arts, Detroit ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Egyptian Fayum mummy portraits, created mainly within the Faiyum Basin of the West Side of the Nile, were directly influenced by the Roman occupation of Egypt. The portraits largely belonged to upper class Egyptian citizens — including military, civil servants, and religious dignitaries — who adopted facets of the dominant Greco-Roman culture through hairstyles, clothing, and accessories. This c. 130 A.D. portrait from the @diadetroit is a perfect depiction of the style of portrait, featuring ornamental jewelry; a three-dimensional use of light and shadows to mimic the subject’s creamy skin tone; and large, expressive eyes capturing the steady attention of the viewer. #GucciBeauty — @britticisms Detroit Institute of Arts, USA / Gift of Julius H. Haass / Bridgeman Images

Gucci Beauty（@guccibeauty）分享的貼文於 PDT 2018 年 9月月 14 日上午 10:09 張貼

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Title: Woman Shaving her Nape, 1897 Author: Toyohara (Yōshū) Chikanobu, Akiyama Buemon Museum: LACMA, Los Angeles ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ The 19th-century Japanese artist Yoshu Chikanobu made multiple series of traditional woodblock prints focusing on beautiful women, the genre of bijinga, with names like “True Beauties”. The portraits represent the male gaze, but this image of a woman rearranging her hair in a casual, self-aware pose demonstrates an awareness of the labor involved in maintaining beauty, particularly in a culture where women are often expected to be passive. The outlines and soft colors of such woodblock prints also influenced the Impressionists, like the American Mary Cassatt. This image is in the collection of @LACMA, one of the #GucciPlaces. #GucciBeauty — @kchayka Image courtesy of LACMA

Gucci Beauty（@guccibeauty）分享的貼文於 PDT 2018 年 9月月 14 日上午 10:10 張貼

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Title: Portraits of two women, 1950 Author: Lois Mailou Jones Private Collection ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Nearly every moment of #LoisMailouJones’s life was captured and shared through her paintings. Her style traversed the aesthetic landscape, first mimicking the work of the post-Impressionists and then drawing from the rich colors and symbols of Africa and Haiti, where she often traveled. In her portraits, Jones was known for her ability to capture the rich complexities of black skin tones, rendering her subjects (often her friends or students from Howard University, where she taught) as near three-dimensional figures. Styled in feminine blouses with red lips and curled hair, Jones manages to capture each woman’s beauty in this 1950 painting’s tight headshots. Jones suggests a familiarity and bond between the two only found through family or friendship. #GucciBeauty — @britticisms Lois Mailou Jones Pierre-Noel Trust

Gucci Beauty（@guccibeauty）分享的貼文於 PDT 2018 年 9月月 17 日上午 4:56 張貼