Memes have become, thanks to social networks, a universal language.
Anyone who is unable to express their feelings in words can find the perfectly one able to do it for him.

For this reason, and probably many others, the designer Alessandro Michele decided that the latest campaign for Gucci’s new line of watches Le Marché des Merveilles, should be exclusively digital and made of only memes.

The creative director has, indeed, entrusted the job to international meme maker as @williamcult and @beigecardiganm to illustrators like @emilianoponzi and @thedrawingdoor and to photographers like @christto_andrew and @amanda_charchian, all enclosing on #TFWgucci hashtag

We made a selection of our favorite memes here!

#TFWGucci Illustration powerhouse @emilianoponzi is the perfect artist to reinterpret the nose-pressed-against-the-glass meme convention with his sweet, storybook aesthetic. Ponzi’s illustration career has taken him from The New Yorker to Le Monde with visual storytelling. For #TFWGucci, he riffs on the iconic Kermit meme, but turns the frog into a bunny, impatiently waiting for the #LeMarchédesMerveilles watch to arrive. @Mytherapistsays delivers the laconic caption to the meme. – Text by @tatianaberg. Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 21 Mar 2017 alle ore 10:03 PDT

#TFWGucci @pollynor is a one-woman meme machine. Focused on women, demons, and the societal sexism, her drawings have hilarious insights that make you want to hit “like” and then be her best friend. She reclaims devilry as powerfully feminine. Her idea of the perfect funeral hymn? “Glamorous” by Fergie, feat. Ludacris. If you’ve ever promised yourself you’d start saving up like a responsible adult only to blow it off when faced with an accessory you can’t resist, Polly Nor is the artist for you. – Text by @tatianaberg #TFWGucci #LeMarchédesMerveilles. Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 21 Mar 2017 alle ore 04:11 PDT

#TFWGucci Sebastian Tribbie Matheson @Youvegotnomale is a ruthless meme maker. The snark starts with his account’s name. In between taking selfies and posting them to his 40,000 followers on Instagram, he creates images that take aim at popular fashion and social culture. No target is safe, from ordering on Seamless to cliché emoji usage. Here, Sebastian uses the starter pack meme, in which a group of images and objects are clustered together to represent the stereotype of a particular style or personality. For #TFWGucci he takes on Gucci, adopting the brand’s recent hallmarks, like embroidery, patches, and 70s glasses. @harinef and @petrafcollins make appearances, as does the #LeMarchédesMerveilles timepiece. Gucci = owned. — Text by @kchayka. Read more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 20 Mar 2017 alle ore 23:24 PDT

#TFWGucci Derek Lucas, AKA @champagneemojis was inspired by the super-recent Arthur meme — the cartoon aardvark represents utter frustration with a clenched fist. New York-based photographer Benjamin Langford (@blangblang92) reinterpreted the meme through his own lens. Langford shoots flowers with a languorous, detached gaze, printing them larger-than-life. They represent the elusive illusion of authentic experience, a tantalizing beauty never quite reachable. For #TFWGucci, a #LeMarchédesMerveilles watch on his wrist and a bunch of flowers in his fist, Arthur is still frustrated. – Text by @kchayka. Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 20 Mar 2017 alle ore 02:32 PDT

#TFWGucci The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 19 Mar 2017 alle ore 09:29 PDT

#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.

Un post condiviso da Gucci (@gucci) in data: 17 Mar 2017 alle ore 04:58 PDT

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.

Un post condiviso da Gucci (@gucci) in data: 17 Mar 2017 alle ore 03:17 PDT

#TFWGucci German artist collective @decorhardcore, born out of a desire to collect and curate strange pictures of furniture, is a creative endeavor run by magpie documentarians. Founder Ksenia Shestakovski and her collaborators make art that renders fantasy tangible, with starkly lit images of seemingly mundane artifacts like hotel beds, antique lamps, and elaborate doilies. The collective’s #TFWGucci pictures, haunting and memorable, are reminiscent of commercial furniture store catalogues: every vivid color and sharp corner oozes frenetic anticipation. @Beigecardigan turns the images into memes that reflect on the fashion world, where supposed ugliness can often become beauty. – Text by @helenh0lmes Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 19 Mar 2017 alle ore 02:34 PDT

#TFWGucci @egeislekel appropriates sculptures and paintings from art history to make his graphic works. Both referential and completely contemporary, they delight in the collision of popular culture and fine art. As a visual joke, Islekel superimposes van Gogh’s visage over famous album covers. His #TFWGucci memes play with Neo-Classicist paintings, brought to life by captions from @youvegotnomale and @champagneemojis that namecheck art history as well as 21st century romance. – Text by @helenh0lmes #LeMarchédesMerveilles. Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 21 Mar 2017 alle ore 08:31 PDT

#TFWGucci In 2007, Loukia Alavanou won the Greek DESTE Prize for her work that often incorporates historical artifacts into multimedia videos. For #TFWGucci, Alavanou mingles past and present with vintage photographs collaged with one of Gucci’s symbols, a lion to create a composite artwork. The video is captioned by @champagneemojis. Fashion, after all, is timeless — whatever your watch says. – Text by @kchayka #LeMarchédesMerveilles. Discover more through link in bio.

Un post condiviso da Gucci (@gucci) in data: 21 Mar 2017 alle ore 02:19 PDT