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.