In another move to highlight the brand's desire to engage with audiences from both within and outside of the fashion community, Gucci has launched its new digital art project titled #TFWGucci. Conceptualised by Creative Director Alessandro Michele, the initiative sees the maison collaborate with meme creators worldwide including LA-based artist Amanda Charchian, New York's Olaf Breuning and the Qatar-based duo Christto & Andrew.

Set around the theme "That Feel When" or "That Feeling When", the memes fuse unique individual perspectives of events with a showcase of Gucci's collection of watches including those from the coveted Le Marché des Merveilles collection.

Discover some of the artworks now...

#TFWGucci

#TFWGucci

#TFWGucci

#TFWGucci

#TFWGucci

#TFWGucci will be officially unveiled at Baselworld '17. Also, read about the new Gucci fragrance, Absolute.