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 Milan-based art collective (@checking_invoices) is composed of a stylist, photographer, and video-maker. The result of their collaboration is a parade of also-anonymous figures — dressed in monochrome bodysuits, or with their heads blocked out — cavorting in the world of fashion. For #TFWGucci, one of the figures is cloaked in a #Gucci bag, hiding their identity, but with three #LeMarchédesMerveilles timepieces on their wrist. @youvegotnomale completes the image with a caption. – Text by @kchayka. Read more through link in bio.
#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.
#TFWGucci Less (@less_photo) is a Korean artist who narrowed his focus to taking pictures because “moments which seemed difficult for me to experience were kept within photographs” — the image is a way to understand the world. Less’s aesthetic is frenetic and bright; the bodies he documents are always moving, caught in the midst of action. Less also shoots empty rooms and still life compositions, seen in the #TFWGucci #LeMarchédesMerveilles images. Two mugs seem to be holding hands around the timepiece, hinting at a living narrative. Derek Lucas (@champagneemojis) contributed the image’s caption. – Text by @helenh0lmes. Discover more through link in bio.
#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ‑ Text by @kchayka. Discover more through link in bio.
Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches. Kicking off the collection of original memes is LA-based artist @amanda_charchian’s collaboration together with @textsfromyourexistentialist. Discover more through link in bio.
#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.