Gucci calls on digital artists for #TFWGucci collaborative project

By

Obi Anyanwu

Published
Mar 20, 2017

Gucci continues its social media engagement with a new collaborative meme project called #TFWGucci to promote the luxury house’s latest watch collection.

 
Creative Director Alessandro Michele is calling on meme creators to either create a meme using Gucci imagery or Gucci timepieces, or propose an idea that Gucci can bring to life with the help of a visual artist. Los Angeles-based artist Amanda Charchian, photographer Less of Korea, and artist duo Christto & Andrew have contributed to the new initiative thus far.
 
The Italian fashion house created a micro-site dedicated to showcasing the artworks, which include popular meme jokes like the 'Arthur fist' that was spun off of a scene from the PBS animated series, Arthur, and "me vs. the guy she says I shouldn't worry about." The best memes will be presented at Baselworld on March 23.

#TFWGucci, which stands for “That Feeling When”, is the latest digital initiative the fashion house has introduced. In October 2015, Gucci introduced #GucciGram, an Instagram project with artists, and in July 2016 launched the 24 Hour Ace video project. The three initiatives are an extension of Gucci’s artist collaborations, and it honors digital artists while redefining contemporary luxury.
 
Prior to launching #TFWGucci, Gucci announced the launch of a trilogy of photo exhibitions that will begin at Art Basel Hong Kong on March 23. The exhibit supports the latest issue of A Magazine Curated By, featuring Alessandro Michele.