Gucci Commissioned A Meme Art Project And This Is How It Turned Out

Are you ready for these memes?

1. Okay, Gucci has created a meme-based art project to launch its new collection of watches designed by Alessandro Michele.

Courtesy of Gucci / Via Instagram: @gucci

2. It’s called #TFWGucci (That Feel When Gucci) and features renowned international photographers and artists having their work turned into memes.

Courtesy of Gucci / Benjamin Langford / Via instagram.com

Like this one, which is a collaboration by photographer Benjamin Langford and pro meme artist @champagneemojis.

3. There are 55 watch-based memes in total…

Courtesy of Gucci / Polly Nor

Including this illustration by super-popular London-based illustrator Polly Nor.

4. Each incorporating elements from the collection…

Courtesy of Gucci / Ege Islekel

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.

Courtesy of Gucci / Christto & Andrew / Via Instagram: @gucci

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:

Courtesy of Gucci / Asger Carlsen / Via Instagram: @gucci

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:

Courtesy of Gucci / Via Instagram: @gucci

(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:

Courtesy of Gucci / Paulina Olowska / Via Instagram: @gucci

(That’s a big honkin’ watch!)

9. All in all, it’s nothing quite like we’ve seen before.

Courtesy of Gucci / @Youvegotnomale / Via Instagram: @gucci

10. So what do you make of them?

Courtesy of Gucci / Ege Islekel / Via instagram.com

Check out the full collection, available now to buy at Gucci.com!

Check out more articles on BuzzFeed.com!

 
  Your Reaction?
  REACT WITH GIF
 

    Starting soon, you'll only be able to post a comment on BuzzFeed using a Facebook account or via our app. If you have questions or thoughts, email us here.

    Contributions