Just when we had stereotyped Gucci as a “traditional” luxury fashion brand, there came an admission of absurdity!
Gucci, the Italian heritage brand, launched its new collection of timepieces (fancy word for wrist watches) with a “#TFW [That Feeling When] Gucci” campaign on Friday, 17th March.
The collection is (of course) gorgeous but with a new marketing strategy, Alessandro Michele’s( the new Creative Director after Tom Ford) Gucci has now reinforced itself as a brand totally relevant to the cool, 21st century millennials.
How? In collaboration with celebrated meme creators @textsfromyourexistentialist and @beigecardigan and visual artists Amanda Charchian and Olaf Breuning, Gucci has come up with an online campaign, comprising memes that take everyday things and turn them into Gucci-related pockets of humor, as a way to mock itself and Alessandro Michele’s more ostentatious designs.
Regarding the collaborations, Gucci posted the following to Instagram:
Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a line-up of memes featuring the new #LeMarchédesMerveilles collection of watches.
Here are some that totally cracked us up:
#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 Derek Lucas, AKA @champagneemojis was inspired by the super-recent Arthur meme — the cartoon aardvark represents utter frustration with a clenched fist. New York-based photographer Benjamin Langford (@blangblang92) reinterpreted the meme through his own lens. Langford shoots flowers with a languorous, detached gaze, printing them larger-than-life. They represent the elusive illusion of authentic experience, a tantalizing beauty never quite reachable. For #TFWGucci, a #LeMarchédesMerveilles watch on his wrist and a bunch of flowers in his fist, Arthur is still frustrated. – Text by @kchayka. 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.
#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 through link in bio.
#TFWGucci Collage artist @edouardtaufenbach, takes a serialized tack when constructing his kaleidoscopic, hand-glued collections of photographs. The artist’s work for #TFWGucci is nostalgic, winsome, and abstract. Interpreting the image, @cabbagecatmemes (John Trulli) finds a commentary on waiting for friends to go out one night. – Text by @helenh0lmes Read more through link in bio.
#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.