Gucci has developed its beauty presence with a standalone Gucci Beauty Instagram account @GucciBeauty that rather than showcase products, instead focuses on a study of the history of beauty, according to

The dedicated Instagram account showcases Gucci creative director Alessandro Michele’s ‘vision of beauty’ and features pieces of art that spans a period from AD 90 to 2018.

Five art writers are working on ‘The Art of Beauty’, with the authors highlighting interesting information from each work of art posted on the social media account, with a move towards a better understanding of how beauty ideals have been preserved and continue to evolve.

Already boasting over 36,000 followers, the site is also said to be a setting to unveil new launches, fashion shows and collaborations.