#TFWGucci • A collaborative Meme project

Emiliano Ponzi for TFWGucci

The word “meme” was coined by the British biologist Richard Dawkins in 1976 to mean an “imitated thing.”

To launch the new Le Marché des Merveilles collection of watches, Gucci commissioned international artists curated by Alessandro Michele to develop original imagery. The images were then given to a new class of viral creators already famous on Twitter and Instagram to turn into new memes. The result is a curated collection of captioned art designed to help viewers express themselves online.

Illustration powerhouse Emiliano Ponzi is the perfect artist to reinterpret the nose-pressed-against-the-glass meme convention with his sweet, storybook aesthetic. Ponzi’s illustration career has taken him from The New Yorker to Le Monde with visual storytelling. For #TFWGucci, he riffs on the iconic Kermit meme, but turns the frog into a bunny, impatiently waiting for the #LeMarchédesMerveilles watch to arrive. @Mytherapistsays delivers the laconic caption to the meme. – Text by Tatiana Berg.