Since Alessandro Michele’s appointment two years ago, it’s a widely known fact that Gucci has been successfully tapping into the millennial market, what with its naughty ads, collaborative efforts with people like Petra Collins and Hari Nef, and artsy Snapchat campaigns. So it was only a matter of time that the Italian label—which showed a whopping 119 looks at its Fall 2017 men’s and women’s show in Milan last month—has cashed in on internet meme culture.
To celebrate the launch of its new Le Marché des Merveilles watch collection, Gucci commissioned international artists like Alec Soth, Olaf Breuning, Polly Nor and more (all chosen by Michele) to create original imagery featuring the timepieces. The pictures were then turned into relatable memes via the people behind well-known Instagram and Twitter accounts like @youvegotnomale, @textsfromyourexistentialist, and @beigecardigan. All include the hashtag #TFWGucci (or “That Feeling When Gucci,” another meme), and the captions, which are rather lengthy, appear to have all been written by various writers.
“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 bit,” the brand said in a statement.
Gucci has been posting Instagrams of the memes throughout the day, but you can find all of them here. The final product will be displayed at Baselworld, a luxury jewelry fair, in Switzerland next week.
Gucci’s approach is smart—who doesn’t love losing themselves in a meme rabbit hole on Instagram?—and one that will undoubtedly reach a lot of eyes, more so than a traditional advertising campaign. (People love tagging each other in memes.) Is this the future of advertising? Watch this space.