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  • Luxury labels are making memes
  • Luxury labels are making memes
    Hpt-photo, Creative Commons (2015) ©
CASE STUDY

Gucci #TFW: high fashion memes

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?