As the new creative director of Gucci, designer Alessandro Michele has brought a youthful sensibility to the Italian fashion house. Not only has the brand tapped twenty-something provocateurs like Petra Collins, Tavi Gevinson, and Hari Nef to be its cheerleaders on and offline, but Gucci has also embraced Internet culture in a big way. Nothing demonstrates this effort more clearly than Gucci‘s latest watch campaign, which commissioned several artists and meme creators to employ the hashtag #TFWGucci. (For those of you throwing up your hands, memes often begin with the phrase, “That feeling when…” followed by a specific, relatable action or emotion.) Lately, memes have gotten the highbrow treatment, from incorporating art historical references to designers like Alexander Wang using them to throw some social media shade. Whether you’re in on the joke or not though, you’re sure to see these Gucci memes all over your feed with the combined following of those involved. Today, Gucci boasts 13 million followers on Instagram—and counting.