So Gucci’s new social media campaign is memes. The label has tapped a bunch of internet heroes and artists to collaborate on, essentially, dankness.
The campaign is introduced on the website with a little history lesson: “The word ‘meme’ was coined by the British biologist Richard Dawkins in 1976 to mean an ‘imitated thing.'” Followed by an explanation of what a meme is in 2017 — weird but maybe necessary for the large majority of who can actually afford a Gucci wardrobe (old people).
“To launch the new Le Marché des Merveilles collection of watches, Gucci commissioned international artists curated by Alessandro Michele to develop original imagery.” The website reads. “The images were then given to a new class of viral creators already famous on Twitter and Instagram to turn into new memes. The result is a curated collection of captioned art designed to help viewers express themselves online. Adapted from a popular meme, That Feeling When Gucci is about the moment of putting on one of the watches, when the world suddenly becomes different and time slows down a little bit.”
Artists involved include Olaf Breuning, Rozalina Burkova and John Yuyi, as well as meme page admins @youvegotnomale, @beigecardigan, @cabbagecatmemes, @decorehardcore and @gothshakira, plus heaps more.
See the full meme collection here.