Gucci Releases Meme-Based Digital Campaign
Image: Gucci.
It has only been two years since Gucci Creative Director Alessandro Michele unveiled the Italian brand’s first timepiece campaign in 2015, one of his initial creative endeavors with the company, yet the heritage artistic vision of the house has seen a dramatic, 21st-century overhaul. The latest watch campaign, #TFWGucci, embraces a model-less, digital rebirth that fuses the iconic green and red accessories with popular internet memes for a humorous and culturally significant debut. The trope is in part a continuation of Michele’s collaborative passion as, in true World Wide Web fashion, the images are conceptualized, designed, and realized by everyone and anyone—from visual artists and internet surfers, to Gucci itself. With no piece left untouched—even the luxe Le Marché des Merveilles collection gets the pseudo-passive treatment—the aesthetic ushers in a youthful era for the longstanding brand, one expressed in its recent ties to counterculture and further witnessed through its collegiate Pre-Fall 2017 lookbook. The prints will be officially presented at Baselworld, the international watch and jewelry expo, later this month to highlight the house’s contemporary and envelope-pushing digital expression.
Image: Gucci.
Image: Gucci.
Image: Gucci.
Image: Gucci.
Image: Gucci.
Image: Gucci.
