The Greatest Fashion Memes Of 2017The Fashion Meme. It holds the power to conjure a cursory chuckle, a firm follow or even ignite a full-blown movement. Take, for example Gucci’s resort 2018 show in Florence, where one look bore a suspicious similarity to a Dapper Dan creation from the Eighties. Beady-eyed meme artists placed the two looks together and a wave of both protest and adoration subsequently rippled through Instagram. The result? An eventual friendship and collaboration between Alessandro Michele, Gucci and the designer on a bespoke atelier opening January 2018 in Dapper Dan’s native Harlem.
Through social media, meme artists and luxury brands alike can reach boundless audiences, develop original or reconceptualise old content and rewrite the rules of fashion communication. Add to that the mammoth shift of advertising budgets into online platforms and it’s no wonder fashion and meme culture have harmoniously tied the knot. Earlier this year, Gucci commissioned a series of meme artists to reinterpret their watch campaign (to brilliant ends); Marc Jacobs recently collaborated with Instagram bootlegger @AvaNope on a capsule range of T-shirts; after @diet_pradaflagged Loewe’s use of Ecuadorian textiles in their spring/summer 2018 collection, creative director Jonathan Anderson promptly released a statement explaining profits from his tapestry styles were being donated to charities promoting craft around the world. They might at first seem frivolous, but the Fashion Meme is most definitely here to stay. Here are some of those that made the best impact in 2017.