1. Okay, Gucci has created a meme-based art project to launch its new collection of watches designed by Alessandro Michele.
2. It’s called #TFWGucci (That Feel When Gucci) and features renowned international photographers and artists having their work turned into memes.
4. Each incorporating elements from the collection…
Hence the recurring snakes, moths, and lions you’ll see popping up in various forms, as well as the red-and-green colour scheme.
5. And they’re all designed to illustrate the moment when you first put on one of Gucci’s new watches.
Of course, there are a whole bunch of hidden meanings in there for you to figure out.
6. We’re not going to lie; it can get pretty meta:
This is the work of Danish artist Asger Carlsen, who frequently uses black-and-white photography of bizarrely distorted figures and limbs. It was then given to @CabbageMemes, who used it as a commentary on modern beauty standards.
7. Here, photographer John Yuyi uses temporary tattoos to show how deeply digital culture is embedded within us:
(Also bringing new meaning to the term “product placement”.)
8. While here, Paulina Olowska uses Soviet-era fashion postcards as the basis for her interpretation, before being given the meme treatment by designer William Ndatila:
(That’s a big honkin’ watch!)