With the brand’s desire to redefine the notion of contemporary luxury, come Baselworld, Gucci launches #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 realise by inviting a visual artist (both up-and- coming people and more established names) to bring it to life.
Thus, the final memes 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 thatwhich traditionally locates around the world of fashion.
Contributors to this new initiative 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.
