Gucci Created a Series of Memes for Its New Collection of Watches

Gucci Created a Series of Memes for Its New Collection of Watches

And they're amazing.

And they're amazing.

Text: William Defebaugh

Never one to be afraid of dichotomies, Gucci Creative Director Alessandro Michele is a master at both infusing retro-inspired aesthetics and notions of romanticism into his clothing, all the while carrying the brand into the future with forward-thinking and youth-driven collaborations and special projects. Think of it as: beautiful gowns that your grandma might have worn to prom (and we mean that in the chicest way possible) that suddenly feel fresh when placed in contexts that speak to younger generations.

Michele's latest feat is #TFWGucci (TFW = "the feel when"), a series of fashion memes created in collaboration with artists around the globe meant to highlight the brand's latest collection of watches. As with all memes, they should really speak for themselves, but we will say that they're overall genius. You can view them all in the slideshow below, and shop Gucci's watch collection here.

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