The '#TFWGucci' meme originated from a groundbreaking 2017 digital marketing campaign by the luxury brand Gucci, titled 'That Feel When Gucci.' To promote their Le Marché des Merveilles watch collection, the brand collaborated with prominent internet artists and meme creators to produce a series of surreal, Renaissance-inspired, and relatable images captioned with modern 'TFW' slang. This move was one of the first major instances of a high-fashion house embracing meme culture directly. Today, the template is used to satirize the intersection of luxury and everyday struggles, often featuring dramatic artwork paired with mundane or absurdly wealthy internal monologues.