Just For Laughs
Grazia|January 2019
Just For Laughs

Fashion memes are the latest thing that’s breaking the internet, but is it all only in good humour?

Tanya Mehta

It all began in March 2017, when Alessandro Michele chose to ditch the standard-issue campaign for a slightly off-kilter launch of Gucci’s Les Marché des Merveilles watch collection. He tied up with meme artists to create a series of comical Instagram posts for #TFWGucci (That Feeling When Gucci), sparking off what’s now a buzzing trend, thus proving that fashion doesn’t always have to be taken so seriously. But, memes have dominated our social media feeds for years now, casting a shroud of satire and dark humour on socio-political issues as well as popular culture, and as we reach the apex of a domain charecterised by hype and excess, this couldn’t be a better time for fashion to enter the fold.

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January 2019