Η Gucci λανσάρει τη νέα της συλλογή από ρολόγια με σαρκαστικά memes

Κάνοντας το λανσάρισμα της νέας συλλογής από ρολόγια “Le Marché des Merveilles”, ο creative director της Gucci, Alessandro Michele ανέλαβε να συγκεντρώσει μια ομάδα από επίδοξους social media experts. Σκοπός του ήταν να δημιουργήσουν μια καμπάνια που να επικεντρώνεται γύρω από τα επιτυχημένα και επίκαιρα memes.

Το σοσιαλμιντιακό αποτέλεσμα έφερε μια προσεγμένη συλλογή από artworks με έξυπνες ατάκες – γνωστές και ως memes. Στόχο είχε να βοηθήσει τους θεατές να εκφραστούν πιο ελεύθερα στον ραγδαία εξελισσόμενο online κόσμο. Σχετικά με αυτά τα memes, έχουν μάλιστα κυκλοφορήσει η λεζάντα “That Feeling When Gucci” και το hashtag #TFWGucci. Αναλυτικότερα, το project περιγράφει τη στιγμή της τοποθέτησης ενός ρολογιού, βάζοντάς το όμως σε εναλλακτικές καταστάσεις με δόσεις χιούμορ.

Για περισσότερες λεπτομέρειες, μπορείτε να δείτε τις παρακάτω δημοσιεύσεις από το Instagram της Gucci:

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Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches. Kicking off the collection of original memes is LA-based artist @amanda_charchian’s collaboration together with @textsfromyourexistentialist. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 3:17am PDT

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#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ‑ Text by @kchayka. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 4:58am PDT

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#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 6:03am PDT

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#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 9:20am PDT

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#TFWGucci Milan-based art collective (@checking_invoices) is composed of a stylist, photographer, and video-maker. The result of their collaboration is a parade of also-anonymous figures — dressed in monochrome bodysuits, or with their heads blocked out — cavorting in the world of fashion. For #TFWGucci, one of the figures is cloaked in a #Gucci bag, hiding their identity, but with three #LeMarchédesMerveilles timepieces on their wrist. @youvegotnomale completes the image with a caption. – Text by @kchayka. Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 10:19am PDT