Meme culture officially reached new heights today with the introduction of Gucci memes. Yes, really.

The fashion house unveiled its first ever meme campaign on Instagram using the hashtag, #TFWGucci (That Feeling When Gucci, for those not fluent in meme-speak). The high fashion memes are celebrating the launch of Gucci’s new watch collection, Les Marché Des Merveilles, because the year is 2017 and how else does one advertise luxury watches?

To promote the new collection, Gucci collaborated with Instagram meme-makers hand-picked by Alessandro Michele, like @beigecardigan and @youvegotnomale, for some fashion-inspired memes that showcase Gucci’s latest watches.

#TFWGucci Milan-based art collective (@checking_invoices) is composed of a stylist, photographer, and video-maker. The result of their collaboration is a parade of also-anonymous figures — dressed in monochrome bodysuits, or with their heads blocked out — cavorting in the world of fashion. For #TFWGucci, one of the figures is cloaked in a #Gucci bag, hiding their identity, but with three #LeMarchédesMerveilles timepieces on their wrist. @youvegotnomale completes the image with a caption. – Text by @kchayka. Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 10:19am PDT

Some were a tad niche and used words a little more eloquent than your favorite F*ck Jerry posts.

Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches. Kicking off the collection of original memes is LA-based artist @amanda_charchian’s collaboration together with @textsfromyourexistentialist. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 3:17am PDT

But the fashion house proved it has definitely got a sense of humor.

#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 9:20am PDT

#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 6:03am PDT

#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ‑ Text by @kchayka. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 4:58am PDT

Does this mean we’ve officially reached peak meme culture?

This article originally appreared on Harper’s BAZAAR US