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.

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

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

#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

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

See also
Business of Fashion Op Ed: Fashion Taps the 'Currency of Cool'

This article originally appreared on Harper’s BAZAAR US