A Collaborative Meme Project from Gucci: #TFWGUCCI

Gucci has always been at the forefront of both creative and personal design and #TFWGUCCI is another perfect example of that. House Creative Director Alessandero Michelle has been renowned for his personal and idiosyncratic perspectives on how to bear Gucci’s design motifs. His newest project (“That Feel When” or “That Feeling When”) is both innovative and keeping with the time, a project in which meme creators from around the world are encouraged to collaborate with the Gucci by creating memes featuring timepieces from different lines, including the Le Marché des Merveilles collection of watches.

Previous collaborative projects in the digital space, like #GucciGram and #24HourAce have been greatly successful with Gucci and the aim of inviting artists and creatives to collaborate and in turn establish a contemporary project has always been of paramount importance to the brand. The results speak for themselves however and this initiative has been met with huge viral engagement having almost hit 1 million likes on Gucci’s Instagram.

Contributors to this new initiative include LA-based artist Amanda Charchian, who creates captivating, sensual imagery, and Olaf Breuning, from NYC and Zürich, known for his playful work. Others hail from different corners of the globe, including Less, a photographer from Korea, and Christto & Andrew, an artist duo from Qatar.

It is very clear from this initiative that Gucci is most certainly leading the meme movement. #TFWGucci is undoubtedly part of a new trend connecting social media to the world of fashion. The Gucci collection showcased in original photography or against reappropriated paintings, each set beside irreverent, sometimes witty captions meme lovers know well is simply delightful.