Gucci Has Taken to Creating Comical Memes in Launching New Watch Collection

“When you got that new watch and have to show it off.”

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In line with launching its new Le Marché des Merveilles collection of watches, Gucci’s creative director Alessandro Michele went about gathering a group of viral social media creators to devise a campaign centered around quick-witted memes. The result is a curated collection of captioned art aimed to help viewers express themselves freely in today’s fast-flowing online world. Revolving around the meme, “That Feeling When Gucci” or #TFWGucci, the project describes the moment of putting on one of the watches and immediately being whisked away to an alternate universe.

For a closer look, check out the Instagram posts below highlighting some of the commissioned art.

#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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Gucci

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