Contemporary Luxury Welcomes #TFWGucci

April 12, 2017 4:00 PM

The swaths of newfound Gucci aficionados are certain to be charmed by the fashion house’s latest collaborative campaign, #TFWGucci (“That Feel When” or “That Feeling When”), a meme-based, creative project unveiled on March 23rd at Baselworld. 

Now serving as an addition to the Gucci website, the collaboration consists of memes that incorporate different timepieces from distinct eras. Touching on all nuances of pop culture communication, a diverse spectrum of artists contributed to the digital campaign, from Los Angeles-based photographer Amanda Charchian to Qatar artist duo Christto & Andrew. 

This notorious combination of text and image adds a new dimension to the works, providing an alternative interpretation of high fashion. Korean photographer Less captures the refined decorum of daily rituals in a stark flash-photograph that features the iconic green-and-red stripes of a Gucci watch, fastened against two gold-plated coffee mugs on a kitchen counter. The accompanying text read “How it looks when everything in life starts coming back together.” Another piece by artist Olaf Breuning pairs an emoji with a photograph of the latest Supreme-style, Bengal watch protruding from a ripped paper bag on a street corner.

As stated by Creative Director Alessandro Michele, the desire behind the initiative is “to engage with a wider creative community than that which traditionally locates around the world of fashion” and this is evidenced in each piece, as each is a product of two and even three-way collaboration. Gucci motifs, both classic and contemporary, bring the project to life and curate a dialogue seamlessly translatable into social media tête-à-tête.   

The iconic Italian fashion house has been at the forefront of modern cultural conversation, with preceding projects such as #24HourAce and #GucciGram aimed at bringing new perspectives to fashion-artist collaboration. Will #TFWGucci be another heavy-hitter in the house’s dynamic campaign archives? You can find the full body of #TWFGucci artworks at www.gucci.com/tfwgucci and decide for yourself.

 

 

WRITTEN BY AUDREY ROSE ARNOLD

EDITED BY HOLLIS DE LANEY

 

PHOTO CREDIT: GUCCI

 

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