#TFWGucci Is the New Viral Campaign Merging Memes and Fashion

The biggest trend for SS17? A well-designed meme, according to the Italian fashion house

In the past few years, memes have become a crucial source of entertainment for our internet savvy brains. A good meme can get you through Monday at work, ease the tension in an awkward message exchange and make unsuspecting people world-famous.

Now, Italian fashion powerhouse Gucci has adopted the power of these amusing image and caption combinations in its latest viral campaign. The project features the brand’s range of Le Marché des Merveilles watches in various memes created by Instagram’s most popular artists. Entitled “#TFWGucci”, the series includes work from SLEEK favourites Christto & Andrew and OG meme queen @beigecardigan.

Follow @gucci now and keep your eyes peeled for more of the well-dressed memes as they continue popping up on your feed.

#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

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