Gucci is taking bold steps in moving outside its traditional marketing methods to promote their new watch. The brand has decided to really connect with the coveted young adult demographic. The team behind the iconic brand has decided that the way to do so is through the internet’s favourite medium: memes.
Gucci appears to have wanted to make themselves ubiquitous online and turned to memes to make it happen. The answer to their marketing dilemma was simple: professional meme makers. Although it has been found lately that memes are very influential, whether it be in fashion or politics, it’s still very surprising that a high fashion brand such as Gucci have decided to go in this direction.
Announcing their new campaign in a caption on Instagram, Gucci debuted their new campaign called #TFWG (That Feel When Gucci). That such an iconic and powerful fashion brand would turn to memes to promote their good truly verifies the magnitude and influence of memes.
The brand has collaborated with people who make original memes and have credited them in the campaign images. The Instagram account textsfromyourexistentialist has a following of 331K people, so they’re a go-to account for high quality and original memes.
As you can see in these images, Gucci has not compromised their clothes or accessories for the memes, which is impressive. The collaboration appears to mutually benefit both the high fashion brand and the professional meme makers. Gucci has done well to pair with influential meme creators without lessening the quality of their product or the integrity of the brand.
Here are a few of our favourite Gucci campaign memes.
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 The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.
#TFWGucci Archaeologists estimate humans have tattooed themselves and each other for about 12,000 years. @johnyuyi has updated this ritual for the social media age. The Taipei-born, New York-based artist became an Instagram sensation for applying her Facebook profile as a temporary tattoo on her face, reflecting our complex relationship to online expression, identity, and desire for approval. This series expanded to include likes, messages, avatars and logos, inking flesh, even temporarily, with the digital structures we inhabit and are now a part of us. John Yuyi shows how aesthetic taste and desire (here for #Gucci’s #LeMarchédesMerveilles watch) is more than skin deep. – Text by @newterritories Read more through link in bio.
#TFWGucci Goth Shakira @gothshakira is a Montreal-based artist whose Instagram meme account is inspired by Latin American style and queer culture. Mingling Spanish and English, Goth Shakira’s memes are collages with a message about feminism, freedom, and creativity. She consciously pushes the boundaries of memes into visual art, participating in panels and exhibitions that frame digital artifacts as just another, equally important part of physical culture. — @kchayka Discover more through link in bio.