You need to see these brilliant Gucci memes

You need to see these brilliant Gucci memes

That feeling when...

Text: Jolene Khor

#TFWGucci, the latest digital campaign by Gucci, lures creatives into its world of idiosyncrasies

We are operating under the assumption (a fair one, we think) that everyone under the age of 70 knows what a meme is by now. But while millennials have their heads buried in the epidemic that we call 9gag — the Mecca of memes if you will — the man who coined the term is still relatively unknown. His name, Richard Dawkins. The year was 1976.

The irony that is the fact that the word "meme" came from a book of all places, especially one that's titled The Selfish Gene, is not lost on us. In it, Dawkins describes memes as "an idea, behaviour, or style that spreads from person to person within a culture", an ethos reverberating within Gucci. The maison, under the creative vision of Alessandro Michele, is no stranger to collaborative projects in the digital realm — with artists established and under the radar, with creatives and pedestrians. See: #GucciGram and #24HourAce.

And now, #TFWGucci. An acronym for "That Feel When" or "That Feeling When", the campaign invites visual artists and meme generators (excuse us, meme creators) from all over the globe to come together to slap their spin on Gucci timepieces, particularly the Le Marché des Merveilles collection of watches. 

Check them out below.

All the #TFWGucci memes here.