Credit: Amanda Charchian/Courtesy of Gucci
In keeping with the spirit of radical reinvention that Alessandro Michele has instilled into the house of Gucci, the label’s new campaign makes stars not of the usual esteemed thespians or lithesome street cast teens, but from far less likely subject matter: memes.

For #TFWGucci, a new campaign which takes its names from the popular acronym ‘That Feel When’, Creative Director Michele invited artists from the world over to either create original memes incorporating Gucci’s singular design vernacular or to propose an idea that the House then commissioned out to a group of artists at varying stages in their careers.

In the spirit of previous digital collaborative projects including #GucciGram, Four Rooms and the #24HourAce artist Snapchat takeovers, #TFWGucci utilises Michele’s esoteric creative network to create ‘haute content’ that moves both a wider community and product at the same time – in this case, the label’s timepieces, including the Marché des Merveilles collection of watches. Gucci has also created a micro-site to house the artworks.

Contributors to the project include my favourite intersectional feminist Canadian meme queen Goth Shakira; the LA-based artist Amanda Charchian;, whose photographic works are paired with Texts From Your Existentialist; New York and Zürich-based artist Olaf Breuning, who has created readymade emojis from found objects; and Christto & Andrew, a collaborative artist duo from Puerto Rico and South Africa based in Qatar, whose collaboration is pictured at the top of the page.

You can preview some of the collaborations below, and explore the project in full at #TFWGucci.

Credit: Egelskelel/Courtesy of Gucci

Credit: Less/Courtesy of Gucci

Credit: Olaf Breuning/Courtesy of Gucci

Credit: Paulina Olowska/Courtesy of Gucci

Tile and cover image: Christo and Andrew/Courtesy of Gucci