#TFW Gucci's meme campaign gives us life

The campaign celebrates the launch of the new Le Marché des Merveilles watch collection

By Verinia Khoo | Published: 20 Mar 2017

#TFW Gucci
Photo: John Yuyi for Gucci

Gucci just keeps getting better and better.

For the launch of the new Le Marché des Merveilles collection of watches, the Italian maison has partnered with international meme creators – @textsfromyourexistentialist, @williamcult and @beigecardigan, to name a few – to poke fun at Alessandro Michele's excessive designs and our materialistic behaviour.

The campaign, called That Feeling When Gucci, is about "the moment of putting on one of the watches, when the world suddenly becomes different and time slows down a little bit."

"The final memes are either the result of a two-way or three-way collaboration and once more demonstrate Alessandro Michele's desire to engage with a wider creative community than that which traditionally locates around the world of fashion," Gucci said in a statement.

This isn't Gucci's first millennial-targeted campaign and we're pretty sure it won't be the last – remember the #24HourAce project and the #GucciGram campaign? Scroll on to see some of our favourite Gucci memes. You'll want to keep a few to use when the situation demands it.


#TFWGucci Archaeologists estimate humans have tattooed themselves and each other for about 12,000 years. @johnyuyi has updated this ritual for the social media age. The Taipei-born, New York-based artist became an Instagram sensation for applying her Facebook profile as a temporary tattoo on her face, reflecting our complex relationship to online expression, identity, and desire for approval. This series expanded to include likes, messages, avatars and logos, inking flesh, even temporarily, with the digital structures we inhabit and are now a part of us. John Yuyi shows how aesthetic taste and desire (here for #Gucci’s #LeMarchédesMerveilles watch) is more than skin deep. – Text by @newterritories Read more through link in bio.

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#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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