That feeling when

The project, launched with its own microsite, asked a number of meme creators to develop memes that feature pieces from the new watch collection. It includes a variety of witty responses to the TFW (That Feeling When) internet phenomenon.

Los Angeles-based artist Amanda Charchian and New York- and Zürich-based Olaf Breuning are two of the artists included, and there are contributions from artists in South Korea and Qatar.

It follows the launch of other digitally focused Gucci projects, including #GucciGram and #24HourAce, and is another attempt to tap into youth thinking and internet culture since the hiring of its new creative director Alessandro Michele.

The final results are to be displayed at the international watch and jewellery fair Baselworld in March, as well as on Gucci's Instagram feed.