March 17, 2017: Luxury fashion brand Gucci is launching #TFWGucci (“That Feel When” or “That Feeling When”), a project in which meme creators from around the world are encouraged to collaborate with the House by creating memes featuring timepieces from different lines, including the Le Marché des Merveilles collection of watches.
For #TFWGucci, international meme creators have been approached to either create a meme themselves, incorporating Gucci imagery, or to propose an idea that the House can complete by inviting a visual artist (both up-and- coming and more established names).
The final memes, therefore, are either the result of a two-way or three-way collaboration and once more demonstrate Alessandro Michele’s desire to engage with a wider creative community than that which traditionally locates around the world of fashion.
Contributors 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.
Gucci has also created a micro-site to house the artworks at www.gucci.com/tfwgucci
The #TFWGucci project will be presented at Baselworld, the international watch and jewelry fair, which starts on March 23, 2017.
