Designer brand Gucci has launched a collaborative meme project based around its latest collection of watches.
In a similar vein to Gucci’s previous collaborative digital projects, the brand’s creative director Alessandro Michele has invited artists and other creatives to bring their personal and idiosyncratic perspectives to bear on Gucci’s design motifs.
Using the hashtag #TFWGucci (“That Feel When” or “That Feeling When”), creatives from around the world are being encouraged to collaborate with the brand by creating memes featuring timepieces from different lines, including the Le Marché des Merveilles collection of watches.
Contributors to this new initiative 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.
Gucci has also created a microsite to house the artworks at www.gucci.com/tfwgucci.
The #TFWGucci project will be presented at Baselworld, which begins on March 23.