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Gucci is one of the most hyped high fashion brands out there right now, and it’s no accident. From getting Petra Collins to shoot its campaigns, having Hari Nef walk in its shows, and collaborating with graffiti artist Gucci Ghost, it’s clear that Gucci has actively been trying to tap into the younger fashion market— and it’s been succeeding.

Now, the Italian fashion house is cashing in on the cultural capital of memes with the launch of “#TFWGucci.”

“#TFWGucci” is a collaborative project between the brand and various artists and meme creators to help launch Gucci’s new “Le Marché des Merveilles” watch collection.

The collaboration includes artists Polly Nor, Amanda Charchian, Goth Shakira and Olaf Breuning, among others.

You can see the memes in person at Baselworld, an international watch and jewelry fair, and online at the Gucci site. Shop the watches by clicking the button below.

In other fashion news, Selena Gomez tells Vogue why she quit Instagram.

Senior Staff Writer

Berlin-based writer and Rihanna enthusiast.

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