Gucci, a well respected brand launched their #tfwGucci campaign over the weekend. This encapsulated a series of fashion-focused macros poking fun at some of the more silly and ridiculous elements of fashion life created by some of the internet's most popular meme-makers. These were undoubtedly shared across social media causing controversy.
Critics have been worreid about corporate appropiation of a subculture. Many have taken to twitter to vent their feelings about the meme's scattered all over the internet. They feel the move is the brand recognising their scores of young fans who obsessively share their images across social media, as well as a genuine attempt to celebrate the meme-makers themselves. Gucci made sure the creators of the meme's were celebrated on the Gucci instagram, posting lengthy bios of each collaborator detailing their work, motivation and agendas.
After seeing these's memes, I don't find them offensive but almost put an element of humour and irony into the fashion world which is so stern and less jokey most of the time; therefore I praise Gucci by making controversial memes as they light up and take a mockery of the seriousness of fashion.
Enjoy! A x
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