Gucci Beauty has a new lipstick collection — and it’s the first cosmetic product line to debut since the brand announced its relaunch.  

The lipstick’s pretty packaging has a retro feel, while the photos and ad campaign look punk-rock. The gold lipstick cases have a matte satin finish, and most of the caps look like they are covered in vintage floral wallpaper.

Gucci’s creative director Alessandro Michele has a “reimagined vision” for the relaunched cosmetics range – and it is certainly attracting lots of attention.  Paper Magazine covered the launch party at the Doubles Club in New York last Saturnday night, and Thomas de Kluyver, Global Makeup Artist, spoke to Allure.

Take a look at Gucci Beauty’s Instagram account for the images from the lipstick campaign, photographed by Martin Parr — featuring punk rock singer Dani Miller of the band Surfbort, and models Mae Lapres, Achok Majak and Ellia Sophia Coggins.

Gucci states, “makeup should not mask, but rather exalt, flaws and make them part of the language of beauty,” per press materials.

Shown above is Rouge à Lèvres Satin, Rouge à Lèvres Voile, and Baume à Lèvres lipstick by Gucci Beauty.

The campaign’s film, below, is by Chris Simmonds.