Gucci Embraces Its Own Ridiculousness, Memes Itself

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#TFW when Gucci is hilarious.

For being a multi-billion dollar business, fashion is a little ridiculous. (Case in point: These $590 Vetements cropped sweatpants exist.) But every once in a while, the industry will poke fun at its own over-the-top antics — if for no other reason than to respond to all the haters out there with an admission of absurdity.

Gucci, maker of both the original to-die-for furry loafer slides, as well as nifty sock sandals (the latest Nordstrom product to be mocked on Twitter), launched the “#TFW [That Feeling When] Gucci” campaign Friday morning in collaboration with celebrated meme creators (@textsfromyourexistentialist, @beigecardigan) and visual artists (Amanda Charchian, Olaf Breuning) as a way to mock itself and creative director Alessandro Michele's more ostentatious designs. The works all feature timepieces from various lines, and are tied to the release of Le Marche des Merveilles collection.

“The final memes are either the result of a two-way or three-way collaboration and once more demonstrate Alessandro Michele’s desire to engage with a wider creative community than that which traditionally locates around the world of fashion,” said the company in a release.

The millennial-targeted campaign (though let's be honest, memes are hilarious at any age) follows on the heels of the fashion house's various social-centric features, including their Snapchat project #24HourAce and the Instagram campaign #GucciGram.

But perhaps more chuckle-inducing than the memes are the definitions provided for those who aren't fluent in Internet speak. “This is an example of a reaction meme — an image a user reposts to express their own feelings,” reads the caption of one of the memes featuring a 16th century painting by an Italian Renaissance artist. “Here, Eleonora is disappointed in the quality of gifts from her potential suitor.”

If you're keen on reading up on the history of memes themselves (did you know the word was coined in 1976?), writer Kyle Chakya has also detailed a comprehensive history of the digital phenomenon on Gucci's microsite dedicated to the project, where you can also find the complete collection of memes.

Happy Friday!

#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

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