Overview

#TFWGucci is a social media campaign by luxury fashion brand Gucci in which they commissioned Gucci-centered memes from popular meme creators, artists, and photographers.

Background

On March 17th, 2017, Gucci debuted the campaign on Instagram. On their first post, shown below, they captioned the image, "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." The post gained over 59,200 likes.

Gucci also launched a micro-website^[2] that hosts all the art and makes it available for purchase.

Developments

The campaign, which featured 55 different pieces,^[3] attracted a significant amount of media attention. New York Magazine,^[4] Adweek,^[5] Buzzfeed,^[3] Hollywood Reporter,^[6] and more all covered the campaign. Instagram and Twitter meme makers cited for their work on captions include @champagneemoji,^[3][7] @williamcult,^[2][8] and @beigecardigan.^[9]

Various Examples

Search Interest

Unavailable

External References