Through collaborations with the coolest kids on the block, Gucci taps into internet culture to create punchy on-trend advertising
Just when you thought that high fashion labels only aimed their advertising at an over-30 generation that can afford the high prices on the ticket, Gucci's Alessandro Michele is using internet culture and language to launch the new Le Marché des Merveilles watch collection - with memes.
Gucci paired artists around the world like @pollynor and @johnyuyi with meme creators like @beigecardigan to make branded memes. The campaign is dubbed #TFWGucci.
Some of the memes feature original photographs. There are also old paintings that Gucci has altered. Each meme features a watch from the Marché des Merveilles front and centre.
The brand said in a press statement: "For #TFWGucci, international meme creators have been approached to either create a meme themselves, incorporating Gucci imagery, or to propose an idea that the house can realise by inviting a visual artist."
But Maria Bobila, writing for the blog Fashionista, was one fashion commentator who was not impressed.
"Of all the brands in the world, did Gucci really have to tap into internet youth culture to sell $870 watches?" she asks.
"The trickle-down effect is bound to happen in the fashion and beauty marketing world. Soon we may see sloths modelling Old Navy fleece and flip-flops," she adds.
• This article was originally published in The Times.
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