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Memes som går viralt i Guccis senaste kampanj för klockor

Du är inte ensam om att älska memes och tagga dina kompisar i dem. Nu har även modehuset Gucci hakat på hypen i sin senaste kampanj.

Nanna von Knorring
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Guccis kampanj för märkets nya kollektion klockor, Le Marché Des Merveilles, är inte lik modehusets tidigare kampanjer. Många av bilderna är förvisso precis lika eklektiska och coola som vi är vana att se Gucci, men kampanjen tar plats på social medier och i en alldeles ny kontext när det kommer till de lyxiga modehusens kampanjer.

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På sitt Instagram-konto publicerar Gucci nämligen kampanjbilderna i form av memes. Det är Alessandro Michele, designer och creative director för Gucci, som själv har valt ut de kreativa personerna som fått skapa memes.

Kampanjen har såklart sin egen hashtag, #TFWGucci, som står för That Feeling When Gucci. I ett uttalande förklarar märket att Alessandro Michele länge varit intresserad av kulturen på internet, vilket syns i den udda kampanjen.

Om Gucci har satt en ny reklamtrend för lyxmärken framöver återstår att se, men de har fått stor spridning på sina memes så här långt.

Se några av Guccis memes här:

#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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#TFWGucci German artist collective @decorhardcore, born out of a desire to collect and curate strange pictures of furniture, is a creative endeavor run by magpie documentarians. Founder Ksenia Shestakovski and her collaborators make art that renders fantasy tangible, with starkly lit images of seemingly mundane artifacts like hotel beds, antique lamps, and elaborate doilies. The collective’s #TFWGucci pictures, haunting and memorable, are reminiscent of commercial furniture store catalogues: every vivid color and sharp corner oozes frenetic anticipation. @Beigecardigan turns the images into memes that reflect on the fashion world, where supposed ugliness can often become beauty. – Text by @helenh0lmes Discover more through link in bio.

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#TFWGucci Archaeologists estimate humans have tattooed themselves and each other for about 12,000 years. @johnyuyi has updated this ritual for the social media age. The Taipei-born, New York-based artist became an Instagram sensation for applying her Facebook profile as a temporary tattoo on her face, reflecting our complex relationship to online expression, identity, and desire for approval. This series expanded to include likes, messages, avatars and logos, inking flesh, even temporarily, with the digital structures we inhabit and are now a part of us. John Yuyi shows how aesthetic taste and desire (here for #Gucci’s #LeMarchédesMerveilles watch) is more than skin deep. – Text by @newterritories Read more through link in bio.

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Kul av Gucci – som häromveckan släppte en Kalle Anka-kollektion, se plaggen här >

 

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