Creative Director Alessandro Michele is known for his social media and digital collaborations. This time around, he has collaborated on a Meme Project,  for the latest collection of watches. Called #TFWGucci, it’s an abbreviated version of “That Feel When”, or “That Feeling When”, meme creators from around the world were asked to create memes featuring Gucci’s timepieces, [articularly the Le Marché des Merveilles  collection. The artists had the option of using either their own photography,  or  Gucci’s official imagery to create their memes. LA-based artist Amanda Charchian, New Yorker Olaf Breuning, and Zürich, were some of the collaborators for #TFWGucci.

This #TFWGucci project will be presented at Baselworld, the international watch and jewellery fair which is happening right now.

Images courtesy of Gucci