Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Gucci launches digital collaborative meme project

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

The #TFWGucci project will be presented at Baselworld, which begins on March 23.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions.

Links may be included in your comments but HTML is not permitted.

Comments that promote commercial services without adding substantively to the discussion will be removed.