The brand has collaborated with photographer Martin Parr for an exclusive Instagram only series
Three years ago, Gucci launched #GucciGram, which saw 31 international artists remix the brand’s iconic patterns with their own individual flair and showcase the results on Instagram. And now, Gucci has once again taken to Instagram to reveal its most recent campaign, #TimeToParr.
Collaborating with renowned British documentary photographer Martin Parr, #TimeToParr is an intimate Instagram-only photo series featuring Gucci’s most revered timepieces, and aims to explore the nature of time through photographs of anonymous people wearing the watches in various locations around the world. The settings for each image are referred to as “Gucci Places,” all of which hold significance to the Italian fashion house such as the Dapper Dan Atelier in New York, the Gucci Garden in Florence, and Bibo in Hong Kong.
“With the shoot only comprising watches, it took some time to work out how to make an interesting picture – you know, you have to be quite close to them to show all the details, and the surroundings can’t detract from them, so they can’t be too busy,” Parr explained. “I like solving problems when it comes to photography though, that’s the fun of it for me. How can you make an interesting photo given the constraints you’re working under? That’s what I was thinking about, and I think we pulled it off.”
You can view the full #TimeToParr series on Gucci’s Instagram now and a selection of images in our gallery below.