Gucci’s creative director Alessandro Michele proves his knack once again for being in tune with today’s youth culture. Indeed, the new watch campaign for the collection Les Marché Des Marveilles plays on the idea of memes, using the hashtag #TFWGucci (That Feeling When Gucci).
The designer enlisted meme creators to market the watches around relatable situations, often times employing humor. However, the past few days have shown that perhaps this time Gucci might have tried a little too hard.
The Internet world has been split on their judgment of the memes, some finding them cringe-worthy and unoriginal, with others finding them funny and relatable. All of the artwork can be viewed on Gucci’s microsite specific to this campaign. Browse on and judge on!
#TFWGucci @flamigram cycles through several different media, including water-color painting and sculpture, and her #TFWGucci collaboration is similarly hands-on. Rather than pasting pictures in a digital landscape, she preferred to sculpt clay figures in this artwork: an outstretched hand, clad with rings and a #Gucci #LeMarchédesMerveilles watch, reaches out to touch a statue’s lovely face. Recreated from a #Gucci campaign shoot, the result is sweet, sad, and not a little lonely, like a Giorgio de Chirico painting. Meme by the Internet culture-savvy @cabbagecatmemes. – Text by @helenh0lmes. Read more through link in bio.
#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 @pollynor is a one-woman meme machine. Focused on women, demons, and the societal sexism, her drawings have hilarious insights that make you want to hit “like” and then be her best friend. She reclaims devilry as powerfully feminine. Her idea of the perfect funeral hymn? “Glamorous” by Fergie, feat. Ludacris. If you’ve ever promised yourself you’d start saving up like a responsible adult only to blow it off when faced with an accessory you can’t resist, Polly Nor is the artist for you. – Text by @tatianaberg #TFWGucci #LeMarchédesMerveilles. Discover more through link in bio.