#TFW Gucci's meme campaign gives us life
The campaign celebrates the launch of the new Le Marché des Merveilles watch collection
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 The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.
#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.
#TFWGucci Goth Shakira @gothshakira is a Montreal-based artist whose Instagram meme account is inspired by Latin American style and queer culture. Mingling Spanish and English, Goth Shakira’s memes are collages with a message about feminism, freedom, and creativity. She consciously pushes the boundaries of memes into visual art, participating in panels and exhibitions that frame digital artifacts as just another, equally important part of physical culture. — @kchayka Discover more though link in bio.
#TFWGucci Bulgarian illustrator Rozalina Burkova’s (@thedrawingdoor) boldly graphic works are fresh, ambitious, and urgently contemporary. This London-based artist has her finger firmly on the pulse of every possible “that feeling when” meme moment you might encounter. The excitement—and romance-level devotion—that a new #Gucci watch inspires is no exception. Her sardonic drawings for #TFWGucci are the perfect compliment to the one-liners @gothshakira and @mytherapistsays are known for, which accompany her illustration here. - Text by @tatianaberg. Read more through link in bio.
#TFWGucci Documentary photographer @littlebrownmushroom (Alec Soth) is known for his melancholic images that capture small-town landscapes and people. With a sly wit, his bare-bones memes have the same creative focus that makes him an art-world social media favorite. His Instagram account is a playful mix of his latest photos, funny screencaps, and cryptic text message exchanges, and his sharp take on the Gucci #LeMarchédesMerveilles watch for the #TFWGucci project — conceived of and photographed solely by Soth himself — would fit right in on both Reddit and the runway. - Text by @tatianaberg Read 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.
#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.
#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 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.