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Gucci wants the kids, and the grownups, to know it’s hip.
For its latest campaign, the luxury fashion house has commissioned a number of memes for Instagram around the theme “#TFW Gucci” or “That Feeling When Gucci”—playing on the popular internet art form to promote a new line of wristwatches.
“When you got that new watch and you have to show it off,” reads one caption on a photo featuring a man’s arm, with a hole torn in the wrist of his suit and dress shirt to show the timepiece underneath.
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