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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?

Location Global

Scope
In 2016, the word ‘meme’ surpassed ‘Jesus’ to become the most popular search term on the internet. [1] Memes now dominate online culture – whether they’re relatable or ridiculous. They appear suddenly, and the best are shared and manipulated endlessly. But what happens when brands try to get in on the action? For Gucci’s #TFW (That feeling when) campaign, the label collaborated with artists to create branded memes that riff off some of the most celebrated formats, complete with ‘street’ vernacular. Was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

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