If there was ever a fashion house willing to embrace mocking themselves, it would be Gucci.
With an anything goes attitude and very internet-friendly approach to maximalism, Alessandro Michele’s Gucci has become the calling card for the millennial cool kid. So the fact they’re making memes is not necessarily a surprise.
In a clever advertisement for Gucci timepieces, the Italian heritage brand has enlisted the help of ‘international meme creators’ to help them create an online advertising campaign based around memes.
With further help from artists and other Instagram users (think @textsfromyourexistentialist and @beigecardigan) the memes are lol-inducing at their best, taking everyday things and turning them into Gucci-related pockets of humour.
Including lines like “When you get a Gucci watch and have to show it off” next to a picture of a sleeve of a shirt with a watch-sized rip in it, and “When he buys you flowers instead of a Gucci watch” alongside a Gothic-esque classical painting, the memes are the ultimate #troll coming from an otherwise traditional brand.
Of the collaborations, Gucci posted the following to Instagram: “Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a line-up of memes featuring the new #LeMarchédesMerveilles collection of watches.”
See our favourite memes above.
This article was originally published on Vogue.com.au
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