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.
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.
#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.
#TFWGucci The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.
#TFWGucci Collage artist @edouardtaufenbach, takes a serialized tack when constructing his kaleidoscopic, hand-glued collections of photographs. The artist’s work for #TFWGucci is nostalgic, winsome, and abstract. Interpreting the image, @cabbagecatmemes (John Trulli) finds a commentary on waiting for friends to go out one night. – Text by @helenh0lmes Read more through link in bio.
#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ‑ Text by @kchayka. Discover more through link in bio.
#TFWGucci Goth Shakira @gothshakira is a Montreal-based artist whose Instagram meme account is inspired by Latin American style and queer culture. Mingling Spanish and English, Goth Shakira’s memes are collages with a message about feminism, freedom, and creativity. She consciously pushes the boundaries of memes into visual art, participating in panels and exhibitions that frame digital artifacts as just another, equally important part of physical culture. — @kchayka Discover more through link in bio.
#TFWGucci Documentary photographer @littlebrownmushroom (Alec Soth) is known for his melancholic images that capture small-town landscapes and people. With a sly wit, his bare-bones memes have the same creative focus that makes him an art-world social media favorite. His Instagram account is a playful mix of his latest photos, funny screencaps, and cryptic text message exchanges, and his sharp take on the Gucci #LeMarchédesMerveilles watch for the #TFWGucci project — conceived of and photographed solely by Soth himself — would fit right in on both Reddit and the runway. – Text by @tatianaberg. Read more through link in bio.
#TFWGucci Milan-based art collective (@checking_invoices) is composed of a stylist, photographer, and video-maker. The result of their collaboration is a parade of also-anonymous figures — dressed in monochrome bodysuits, or with their heads blocked out — cavorting in the world of fashion. For #TFWGucci, one of the figures is cloaked in a #Gucci bag, hiding their identity, but with three #LeMarchédesMerveilles timepieces on their wrist. @youvegotnomale completes the image with a caption. – Text by @kchayka. Read more through link in bio.
#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.
#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.
Kul av Gucci – som häromveckan släppte en Kalle Anka-kollektion, se plaggen här >