In line with launching its new Le Marché des Merveilles collection of watches, Gucci’s creative director Alessandro Michele went about gathering a group of viral social media creators to devise a campaign centered around quick-witted memes. The result is a curated collection of captioned art aimed to help viewers express themselves freely in today’s fast-flowing online world. Revolving around the meme, “That Feeling When Gucci” or #TFWGucci, the project describes the moment of putting on one of the watches and immediately being whisked away to an alternate universe.
For a closer look, check out the Instagram posts below highlighting some of the commissioned art.
PhotographerGucci
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