Inclusivity does not necessarily mean your skin tone, but it can also be the real you, even if you don’t fit into the conventional, stereotypical bracket.

Gucci has recently stepped up to the plate by featuring an 18-year-old model with Down Syndrome as the face of their beauty product – Gucci Mascara L’Obscur.

A move that won praises

Hailing from Essex, England, Ellie Goldstein was chosen to be part of Gucci and Vogue Italia’s #theguccibeautyglitch campaign.

Goldstein was scouted for the campaign on social media earlier this year alongside four other models, in line with Gucci’s goal of “supporting emerging talents and promoting the theme of unconventional and non-stereotypical beauty.”

“I designed L’Obscur mascara for an authentic person who uses make-up to tell their story of freedom, in their way,” Gucci creative designer Alessandro Michele said.

"We called it L'Obscur because this word balances charm and mystery."

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In occasion of the #PhotoVogueFestival held in November 2019, @guccibeauty and @vogueitalia launched an Instagram scouting project. As a result, photographer @davidpdhyde captures Ellie @elliejg16_zebedeemodel and Kadri Vahersalu @kadri_vahersalu for a special editorial featuring the buildable Gucci Mascara L’Obscur. The portfolio is inspired by Creative Director @alessandro_michele’s words: “I designed L’Obscur mascara for an authentic person who uses makeup to tell their story of freedom, in their way.” #AlessandroMichele #GucciBeauty

A post shared by Gucci Official (@gucci) on Jun 18, 2020 at 1:58pm PDT

According to the teenager’s modeling agency, Gucci’s photo of Ellie is “the most liked photo on the brand’s account”, which has amassed over 800,000 likes to date.

Gucci fans flooded the brand’s Instagram comment section to compliment both Ellie and Gucci on the new amazing feat.