Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

Gucci has donated $500,000 to a gun control campaign in the US – a political statement in an industry normally shy to speaking out. In doing so, Gucci is revealing its true beliefs as a brand, affirming these values to Gen Yers and Zers who expect them to put their money where their mouths are.

High fashion has traditionally had an image problem with younger people. Gucci, however, is trying to change this. By using an internal 'shadow committee' of twenty-somethings to help shape a Gen Y-friendly image, they’re seeing sales rise dramatically among under-35s.

Fashion plays a major role in young people’s lives, providing a way to express their identity. It’s particularly important for Gen Zers though, for whom style choices are determined by myriad factors. What’s moulding their approach to apparel, and how are they pushing fashion boundaries?