Italian luxury brand Gucci recently launched an excellent new advertising effort that sees meme-inspired ads presented on the Instagram platform and in a stunning interactive layout on the Digital Gucci site. Perfectly encapsulating the world of self-aware, culturally relevant themes expressed by many popular Instagram meme accounts, the new collaborative project, titled #TFWGucci, was created to launch the brand's new 'Le Marché des Merveilles' watch collection.
In order to make #TFWGucci happen, the Italian luxury brand partnered with a number of Instagram meme admins of note, including Goth Shakira, Texts from Your Existentialist, and Derek Lucas AKA ChampagneEmojis, as well as artists such as Amanda Charcian and Olaf Breuning, among many others. One particular piece of note is the "GUCCI Starter Pack," created by Sebastian Tribbie Matheson, AKA @Youvegotnomale and featuring some of the brands notable hallmarks, such as 1970s accessories, embroidery, a bedazzler, and even a nod to recent photographer for the brand, Petra Collins.
This is especially relevant given the recent conversation around the merging worlds of art and meme culture online and concerns about brands lifting inspiration from such sources without the creators receiving remuneration, and most of time, even credit where credit is due. The #TFWGucci campaign is a great example of a well-established brand going straight to the source and partnering with young artists and content creators directly in order to create collaboratively, instead of merely riffing on the culture from afar.