Gucci Just Launched a New Beauty Instagram

If ever you wanted to peek into Gucci creative director Alessandro Michele‘s brain, you now have a window. The fashion house just launched a new Instagram account (@GucciBeauty) for its beauty line dedicated to Michele’s “vision of beauty.” So far, it looks nothing like a typical beauty brand account—that is, flat lays of lipsticks, regrams of makeup selfies using the brand’s products, or campaign images. Instead, it resembles more of an art page.

For The Art of Beauty, Gucci tapped a group of five art writers to give detailed background on the pieces pulled from galleries, private collections, and reputable museums like the Metropolitan Museum of Art in New York and Uffizi Gallery in Florence. Each caption calls out beauty elements in the paintings, like red lips and curled hair, different beauty practices from around the world, and the unique ways each artist captured details like skin and eyes. They’re also meant to dive deeper into the idea of how beauty ideals have been preserved and evolved, and the way beauty is interpreted by different eras and cultures.

This isn’t the first time Gucci beauty has gotten artsy. In April, to celebrate the Gucci Bloom Acqua Di Fiori fragrance launch, the brand tapped 15 female artists to create interpretations.

The @guccibeauty platform will also be a place for Gucci to reveal looks from fashion shows, collaborations, and new launches, including fragrance and makeup. Check out some of the first posts, ahead.