That feeling when Gucci nails the fashion meme

and creates a new cult product in the process.

Words by Lexxi Davis

Gucci under Alessandro Michele’s reign is going from strength to strength. From a brand that went from being a chic fashion calendar slot, to a global obsession, it’s quite the phenomenon.

Loved by style editors and A-listers alike, you don’t have to scroll through Instagram for long to see something by the iconic Italian brand pop up. A belt, a t-shirt, loafers, Beyonce.

And just as we thought Gucci couldn’t possibly outdo themselves, they launched this...

Their hilarious digital series of outrageous memes have seriously redefined what it means to be a luxury brand in our modern day. They have foregone the trusted 'beautiful woman looks beautiful wearing beautiful watch', for an artistic (and quite frankly hilarious) series of memes, that show off their merchandises in a new light.

The campaign, called #TFWGucci stands for ‘that feeling when…’ featuring random set ups focusing on timepieces from different lines, including the Le Marché des Merveilles collection of watches.

Contributors to the project include LA-based artist Amanda Charchian, who creates captivating, sensual imagery, and Olaf Breuning, from NYC and Zürich, known for his playful work. Others hail from different corners of the globe, including Less, a photographer from Korea, and Christto & Andrew, an artist duo from Qatar.

And if like us, you can’t get enough of the side-splitting memes, Gucci has created a micro-site to house the artworks, that you can see here.

If this doesn’t make watches the new Gucci go-to item, we don’t know what will. Genius.