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

Are you ready for these memes?

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

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

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

Courtesy of Gucci / Polly Nor

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

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.

And they're all designed to illustrate the moment when you first put on one of Gucci's new watches.

We're not going to lie; it can get pretty meta:

Here, photographer John Yuyi uses temporary tattoos to show how deeply digital culture is embedded within us:

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:

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

So what do you make of them?

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