Il semblerait que les "memes" soient en train de faire leur entrée officielle dans notre culture. Si vous suivez Gucci sur Instagram, vous aurez probablement remarqué que, depuis 2 jours, des images de sa collection de montres accompagnées d’un texte "moqueur" ne cessent d’être postées. En réalité, il s’agit d’une vraie campagne de pub résumée sous le hashtag #TFWGucci (pour "That Feeling When Gucci") qui cherche à promouvoir "Le Marché Des Merveilles", la nouvelle collection de montres de la maison italienne. Et elle n’a vraiment rien laissé au hasard. Pour l’occasion, Alessandro Michele, directeur artistique de la marque, a carrément collaboré avec des comptes de memes connus sur Instagram comme @beigecardigan et @youvegotnomale. Qui d’autres aurait pu mieux les imaginer pour qu’ils soient inspirés par la mode et l’horlogerie ? Une chose est sûre, on peut dire que Gucci ne manque ni d’humour, ni d’autodérision et qu'elle sait comment faire une campagne qui marche en 2017 !
#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ? Text by @kchayka. Discover more through link in bio.
Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches. Kicking off the collection of original memes is LA-based artist @amanda_charchian’s collaboration together with @textsfromyourexistentialist. Discover more through link in bio.
#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.
#TFWGucci Less (@less_photo) is a Korean artist who narrowed his focus to taking pictures because “moments which seemed difficult for me to experience were kept within photographs” — the image is a way to understand the world. Less’s aesthetic is frenetic and bright; the bodies he documents are always moving, caught in the midst of action. Less also shoots empty rooms and still life compositions, seen in the #TFWGucci #LeMarchédesMerveilles images. Two mugs seem to be holding hands around the timepiece, hinting at a living narrative. Derek Lucas (@champagneemojis) contributed the image’s caption. - Text by @helenh0lmes. Discover more through link in bio.
#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.
#TFWGucci Milan-based art collective (@checking_invoices) is composed of a stylist, photographer, and video-maker. The result of their collaboration is a parade of also-anonymous figures — dressed in monochrome bodysuits, or with their heads blocked out — cavorting in the world of fashion. For #TFWGucci, one of the figures is cloaked in a #Gucci bag, hiding their identity, but with three #LeMarchédesMerveilles timepieces on their wrist. @youvegotnomale completes the image with a caption. - Text by @kchayka. Read more through link in bio.