You Guys, Gucci Memed Itself and the Results Are Straight-Up Hilarious

It looks like Gucci — and more specifically, its marketing department — is going down a rather unexpected road. Don't worry; the brand isn't breaking into fast fashion. Rather, the fashion house has started dipping its toes into the internet meme culture.

Gucci just launched a project called #TFWGucci (the acronym translates to "That Feeling When," for anyone not up to speed with how the youths speak these days). This collaborative venture invites artists and creatives to design or provide ideas for memes that incorporate watches from Gucci's new Le Marché des Merveilles collection. Photos of Gucci timepieces combine with superwitty and humorous captions to make for one strategically creative advertising move.

Though this seems slightly out of left field for the iconic brand, it's actually a pretty genius move to accomplish its goal of redefining contemporary luxury. In a way, it makes high fashion more accessible, and we fully support it. Look ahead to see some of the most original #TFWGucci memes that have been crafted to date — they're surprisingly entertaining and relatable!