New Gucci Watch Campaign Riffs on Meme Culture

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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!