Gucci Takes to the Memes

MEMES GO HIGH FASHION. To celebrate the launch of its latest watch collection, Les Marché Des Merveilles, the fashion house utilizes the power of the Meme


It’s not rare for a brand to follow the latest cultural trends with the intention to promote a new product, but when a big name fashion brand like Gucci employs a popular internet trend, you know things have gone way beyond mainstream. To launch its latest collection of watches, the Italian fashion house has recruited a group of viral social media creators, specially selected by creative director Alessandro Michele, to come up with a unique online campaign to grab the attention of today’s social media savvy youth.

#TFWGucci German artist collective @decorhardcore, born out of a desire to collect and curate strange pictures of furniture, is a creative endeavor run by magpie documentarians. Founder Ksenia Shestakovski and her collaborators make art that renders fantasy tangible, with starkly lit images of seemingly mundane artifacts like hotel beds, antique lamps, and elaborate doilies. The collective’s #TFWGucci pictures, haunting and memorable, are reminiscent of commercial furniture store catalogues: every vivid color and sharp corner oozes frenetic anticipation. @Beigecardigan turns the images into memes that reflect on the fashion world, where supposed ugliness can often become beauty. – Text by @helenh0lmes Discover more through link in bio.

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The campaign itself is already visible on Gucci’s Instagram account, featuring creative images that have been cleverly compiled with witty words that are sure to leave you with a little grin. Using the hashtag #TFWGucci (That Feel When Gucci), this current campaign is not only meant to speak out to the younger generation yet to discover the world of high fashion, but to also describe how putting on a Gucci watch can be a fashionably life-changing experience.

Although the memes have been received by the internet community with mixed reactions, we are yet to see whether millennials will start sporting Gucci’s new artsy timepiece or not. Here are a few of the fashionable memes currently on Gucci’s Instagram Account.


#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

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