Clever Marketing: 📱📱📱📱📱📱📱📱📱 9/10
I’m trying to imagine what the marketing team over at Gucci must have been thinking when they came up with this.
I’m picturing a smokey room with fabulously styled people in oversized shades, motioning with their hands, sipping a fresh espresso, slowly putting the cup down and declaring, “Memes. We’re going to do memes.”
Whether that’s how it went down or not, Gucci proves it is the coolest once again by creating their own high fashion memes as part of their latest watch campaign.
#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.
Aiming to tap into that millennial market (similar to what Chanel did recently), the Italian fashion house is incorporating current popular Internet culture with couture, under the hashtag #TFWGucci.
(To all those who don’t know what ‘TFW’ means – it stands for “That Feeling When…” and is kind of a big deal in the meme world.)
The memes subtly (and sometimes funnily not so subtly) promote the latest Gucci watch, as well as other Gucci items, highlighting their great style and swag in a language ~the youth~ will appreciate.With an Instagram following of 13 million and growing, Gucci is definitely impressing us with this one.
Sooo… Gucci is making memes now. – Designers from Comme Des Garçons to Chanel have made emoji packs, but now #Gucci is giving us the latest in internet culture / fashion crossovers: Gucci memes. Yup, you read that right – and there’s even an Arthur fist clench in there. – This isn’t your average collection of dank memes, though. Created as a collaboration between visual artists like Alec Soth, Dazed favourite @pollynor and meme creators / regular heroes of your Instagram / Twitter feeds like @beigecardigan and @williamcult, these are memes with a distinctly Gucci aesthetic, all aimed at promoting their new line of watches. #TFWGucci
#TFWGucci Argentine musician and collage artist @marianopeccinetti wants nothing more than to open a portal into your subconscious. Peccinetti scours old magazines to find ways to superimpose the human onto the divine. The result? Meme-ified works of surrealism that simultaneously evoke Dalì and newspaper comics. The artist makes #LeMarchédesMerveilles timepieces seem right at home on lions and giraffes in outer space for #TFWGucci. Another watch is even orbiting like a Gucci moon. Captions by @cabbagecatmemes, AKA John Trulli, animate the collages and give the animals internal (social) lives. – Text by @helenh0lmes Read more through link in bio.
Gucci's new ad campaign 'Meme' @gucci:#TFWGucci Less (@less_photo) is a Korean artist who narrowed his focus to taking pictures because “moments which seemed difficult for me to experience were kept within photographs” — the image is a way to understand the world. Less’s aesthetic is frenetic and bright; the bodies he documents are always moving, caught in the midst of action. Less also shoots empty rooms and still life compositions, seen in the #TFWGucci #LeMarchédesMerveilles images. Two mugs seem to be holding hands around the timepiece, hinting at a living narrative. Derek Lucas (@champagneemojis) contributed the image’s caption. – Text by @helenh0lmes. Discover more through link in bio.
Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches. Kicking off the collection of original memes is LA-based artist @amanda_charchian’s collaboration together with @textsfromyourexistentialist. Discover 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 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.
What do you think?