![]() Observing the growing power of the meme, the fashion house decided to take matters into their own hands - with their very own line of “couture memes”. In an era where the Internet reigns supreme in the lives of the young adults, Italian luxury brand Gucci’s risky marketing move has been the talk of the World Wide Web. In fact, memes have become so firmly entrenched in pop culture that even the most unexpected demographic has embraced the curious phenomenon: high fashion. Whether you’ve seen a meme floating around on Twitter or you’ve been incessantly tagged on Instagram, they are somewhat inescapable. Today, the digital world recognises a ‘meme’ as ‘an image, video, piece of text, etc., typically humorous in nature’ that is copied and spread like wildfire by Internet users (who many argue have too much time on their hands). Originating from the Greek mimēma ‘that which is imitated’, and described in the Oxford Dictionary as ‘an element of a culture or system of behaviour passed from one individual to another by imitation’, the word has since taken on a modern spin and ascended the internet throne – simply type in ‘famous memes’ on Google, and the scrolling is infinite. ![]() Though often perceived as millennial slang, the word ‘meme’ actually has a very long-established definition. ![]() “Meem”, “Mem”, “Meh-Meh”…however you’re meant to pronounce it, one thing is for sure: the cultural phenomenon that is the internet meme is here to stay. ![]()
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