Never one to shy away from the limelight, the shoot is to promote the re-launched Gucci Beauty line (available online now), specifically the lipsticks, and it’s safe to say it’s garnered media coverage as people try and come to terms with the polarizing nature of ‘imperfect’ teeth.

The series of close-ups, shot by Martin Parr, features models Achok Majak, Mae Lapres and Ellia Sophia alongside Surfbort frontwoman Dani Miller. They’re all wearing the new lipstick range, but it wasn’t the make-up that got people talking.

The closely cropped photos of toothy grins depicts teeth of all kinds, from small and straight-bottomed, to angular and gapped. Dani Miller’s teeth are the most unusual in the campaign as she is missing her lateral incisors, but, somewhat unsurprisingly, it’s also the most liked of the series on Instagram.

Why Gucci Beauty’s lipstick campaign shots are important in the current age of perfectionism