It’s all a bit cringe.
Gucci is attempting a leap into the mainstream with its latest Instagram campaign, based on your favourite memes.
The collection of photos was posted last night and followers weren’t convinced. One user said: “Please stop making memes Gucci. Your work shouldn’t be a joke.”
Perhaps it was the blatant attempt to connect with young people, or the cringe-worthy explanations which accompanied each photograph, but #TFWGucci doesn’t seem to be taking off.
This one, according to Gucci, was inspired by the super-recent Arthur meme — the cartoon aardvark represents utter frustration with a clenched fist. It was created by by Derek Lucas, with photography by Benjamin Langford.
Apparently in this one: “John Trulli takes on the well known structure of the ‘guy she says I shouldn’t worry about’ meme with the addition of a Gucci Le Marche des Merveilles timepiece.
“It’s a classic two-panel joke, with a mundane watch set against Gucci’s version. Trulli’s meme style is quirky and irreverent, tackling pop culture and everyday experiences in equal measure. All he has to do is add a line of text to the image and it becomes a viral vehicle.”
“As a visual joke, (Ege Islekel) superimposes van Gogh’s visage over famous album covers. His #TFWGucci memes play with Neo-Classicist paintings, brought to life by captions from @youvegotnomale and @champagneemojis that namecheck art history as well as 21st century romance.”
“Rather than pasting pictures in a digital landscape, (Flaminia Veronesi) preferred to sculpt clay figures in this artwork: an outstretched hand, clad with rings and a Gucci Le Marche des Merveilles watch, reaches out to touch a statue’s lovely face.
“Recreated from a Gucci campaign shoot, the result is sweet, sad, and not a little lonely, like a Giorgio de Chirico painting.”
With each meme post, more fans begged the fashion house to stop it, but they just ploughed on. Hey, at least we’re talking about it.