Gucci has created a hashtag campaign equipped with snarky humor, high-fashion and memes. Does this indicate a new direction for the brand?
The world wide web has shaped a digital space that feeds innovation, humor, and pop culture, and Gucci is taking full advantage. In a millennial-centric move, Gucci launched the social media campaign: #TFWGucci a.k.a. “That Feeling When” and it’s more than trending.
We all enjoy a good meme: clenched fist Arthur starter pack and Sad Michael Jordan Face -these can have us LOL’ing all day.
It not the first time at the social media rodeo for Gucci, remember their Snapchat project #24HourAce and the Instagram campaign #GucciGram? Since then, they have collaborated with Petra Collins to shoot its campaigns, having Hari Nef walk in its shows, and collaborating with graffiti artist Gucci Ghost.
Most recently Gucci has enlisted a little help from professional meme makers like John Trulli, Champagne, Mitra Saboury, Derek Paul Boyle, Amanda Charchian, Olaf Breuning and checking_invoices to name a few. These artistic collaborations with independent artists have gotten our attention.
The release of the campaign hit the internet like a wildfire with the release of the new Le Marché des Merveilles watch collection. The stylishly retro watch, featuring the gilded honey bee, set in classic green and red.
While this move has been both celebrated and criticized, it’s definitely getting us talking. Gucci seems to be repositioning itself as a “youth-driven” brand. Taking a cue from D&G and Alexander Wang, Gucci isn’t only influencing the fashion space but also rap music. Have you seen the video produced by Mike Will Made It “Gucci On” featuring 21 Savage, Migos and YG? Check it out below. It will fulfill your Gucci dreams! We are looking forward to more of Gucci’s millennial-driven campaigns. Are you? Let us know by commenting below!
All around cool girl obsessed with everything fashion, viral, social media & PR.
