Since the commencement of Alessandro Michele’s reign at the helm of Gucci, we have witnessed season after season the unexpectedness of his creative genius. It seems Gucci has stormed social media and streetstyle alike with their “unfashionable fashion,” their ironic brand logo placement tees, and their quirky aesthetic. The House has since flooded social media yet again, but this time with their latest international marketing campaign.
A meme inspired campaign was introduced via Gucci’s instagram to promote a new collection of luxury watches. #TFWGucci. The House called upon “international meme creators” to collaborate in designing relatable memes that coincide back to the luxury timepieces of the Le Marché des Merveilles collection. The campaign backed a cultural conversation, addressing their awareness towards the evolving presence and potential of social media channels.
It is undeniable that Michele refreshingly awakened the House with his role as creative director, catapulting Gucci as one of the leading cult brands amongst a newly targeted youthful generation. As it goes, it was only a matter of time before Michele manifested the opportunity and tapped the social stratosphere in order to speak an even more direct language with Millennials.