Fashion and humour were never allies. Until recently. Designers are now making room for satire and embracing trending casual icons to appeal to high purchasing power millennial.

Last two seasons were all about emojis and kimojis, with even traditional heavy-weights like Chanel and Versace jumping on the symbolic bandwagon.

Gucci took it up a notch, venturing into the fashion-virgin territory of meme, and took them for its SS’17 Campaign. Vogue reported that the project, called #TFWGucci, features the brand’s Le Marché des Merveilles range of watches showcased in original photography or against reappropriated paintings, each set beside the irreverent, sometimes witty captions meme lovers know well.

Gucci has certainly upped its game under Alessandro Michele’s creative leadership, going from drab to fab, since he stepped in as the Creative Director in January 2015.