Gucci Beauty & Personal Book Release
THOMAS DE KLUYVER
PUSHING THE BOUNDARIES OF BEAUTY
GUCCI AMBASSADORSHIP & PERSONAL BOOK PROJECT
Coinciding with the re-launch of Gucci’s color cosmetics makeup line, Thomas de Kluyver was appointed Global Makeup Artist for Gucci Beauty in May 2019, deepening the relationship between the makeup artist and the powerhouse brand.
In his new role, de Kluyver is responsible for bringing Alessandro Michele’s otherworldly visions of Gucci to life across the entire eco-system of Gucci’s beauty business, including collaboration on new product launches, global brand campaigns, runway shows, red carpet moments, and PR activations.
In the midst of all of this, de Kluyver released his first book ‘All I want to Be’ published by IDEA Books, further highlighting his role shaping global beauty today.
GLOBAL MAKEUP ARTIST ANNOUNCEMENT,
COINCIDING WITH COLOR COSMETICS RELAUNCH
EVENT & NYC RETAIL LAUNCH
To reveal the collection, Gucci created an experimental, 80s inspired club scene at the private Doubles Club inside the fabled Sherry-Netherland Hotel in New York City the Saturday before the 2019 Met Gala.
The lipstick collection launched exclusively in New York stores the day before the launch event.
Guests tried on the lipsticks at vintage-inspired makeup stations, assisted by de Kluyver’s team, expressing their individual take on beauty through the collection’s 58 shades.
Attendees included Debbie Harry, Alton Mason, Bella Newman, Courtney Trop, Florence Welch, Hari Nef, Jared Leto, Petra Collins, Ruby Aldridge, Tali Lennox, Tina Leung, and Zumi Rosow.
A CAMPAIGN THAT EXALTS IMPERFECTION
Amplifying the PR impact of the launch event, the campaign garnered additional positive attention by challenging traditional notions of beauty and focusing on intentional imperfections: moments of awkwardness that underpin Alessandro Michele’s off-kilter sensibilities and penchant for quirk that have defined his vision of the Gucci world.
Bringing this vision to Gucci Beauty, rather than masking imperfection, de Kluyver pays homage to flaws in part by showing close-ups of models and their mouths that look different—less polished, less perfect and far more realistic.
WORLDWIDE COLLECTION ROLL-OUT
For the Cruise 2020 runway show, models wore luxe lipsticks from the beauty collection, coinciding with the makeup line’s worldwide retail roll-out following its initial launch in New York City earlier in May.
Housed in what is considered the first museum in the world, Gucci’s Cruise 2020 collection juxtaposed early pagan rituals with modern political issues, spanning the philosophical and poetic to the political.
De Kluyver’s interpretation of this collection featured bold, glittery lips and intricate faux tattoos such as the signature Gucci snake and Roman columns.
PRE-FALL 2019 Campaign / ITALY
In his first campaign for Gucci, de Kluyver created an 80s-inspired alterna-punk look for the Pre-Fall 2019 collection.
Set in a historic Ancient Greek archaeological site in Sicily, friends and lovers discuss philosophical and political issues, read poems, play music, and dance together.
The characters are drawn from the counter-cultural groups typically seen on Venice Beach in California: hardcore punks, rollerbladers, bodybuilders, and surfers.
FW 2019 SHOW
For the Fall/Winter 2019 runway show, Gucci presented a freaky futuristic world mixing ancient headpieces, 80s-inspired sequins and Victorian frills.
For his first runway show with the brand, de Kluyver pulled from these references to create fresh complexions with awry accents.
Bleached brows with hair-raising color contact lenses in acid greens and deep blacks punctuated a bare complexion with crystalized tears trickling down models’ cheeks.
“All I Want to Be”
De Kluyver’s visually-tantalizing 144-page All I Want to Be is an exploration of inclusivity, identity, and radical self-expression through the artist’s innovative makeup looks.
With photography by de Kluyver’s closest collaborators Zoe Ghertner, Sharna Osborne, Oliver Hadlee Pearch, Fumiko Imano, Lea Colombo, and Harley Weir, each offers a visual embodiment of de Kluyver’s vision.
Released at Photo London and additionally supported by social partnerships and global press coverage, All I Want to Be’s release has further cemented de Kluyver’s visionary approach in makeup today.