If you’re an avid social-media user, you’re no doubt accustomed to seeing memes as you scroll through your feeds. A meme is a photo or illustrations accompanied by a funny fragment or group of words that act as a sort of caption for the image. These tend to go viral or, in other words, get reposted by other social-media users around the world.
Known to be candid and uncensored, memes have never before been a part of an actual high-end fashion campaign, but when has Gucci shied away from doing something revolutionary? Having previously collaborated with artists and creatives around the world for its #gucciGram and #24HourAce projects, the fashion house has just launched its #TFWGucci campaign, which shows photographs of Gucci timepieces in typical meme formats.
TFW stands for "that feeling when" – which is often the starting phrase for a meme caption. The collaboration gives rise to a number of creative images, ranging from vintage inspirations to modern, sensual influences. See some examples in the gallery above, and view more images from the campaign here; if you are at all familiar with social-media memes, we guarantee you'll be laughing, or, at the very least, smiling afterwards.
hlodi@thenational.ae
