LACMA, Los Angeles

One of the coolest things coming out of Gucci right now is an Instagram-only project. The Italian luxury goods company tapped photographer Martin Parr to shoot a series titled #TimeToParr in which he explores the concept of time. He traveled around the world to destinations that hold some historical significance to the Gucci brand: the Dapper Dan Atelier in Harlem, New York, Castello Sonnino in Montespertoli, Florence, and Chatsworth House in Derbyshire, to name a few.

Parr is a celebrated documentary photographer whose work has been featured in Paris' Pompidou Centre and New York City's Museum of Modern Art, among others. In his first-ever collaboration with Gucci, we see candid moments of everyday people (specifically, owners, employees, and visitors of the featured locations) who highlight Gucci's statement-making watches. The watch styles include the G-Frame models, G-Timeless pieces, Gucci’s new Eryx watches, and the Le Marché des Merveilles Secret Watch. Scroll through a selection of images from #TimeToParr above and shop the looks below.

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