|For the first time, Gucci is collaborating with a single artist on an Instagram project. Exploring the nature of time and featuring Gucci watches, #TimeToParr is a portfolio of specially-commissioned work by renowned British documentary photographer Martin Parr.
Embracing Instagram’s creative landscape over the past three years with dedicated projects in which artists play with House motifs, Gucci has published and promoted these special works with a series of hashtags.
Famous for his body of work capturing images of everyday life, Parr enjoys the surprise of the caught moment – an instant when a person, scene or social situation is frozen by the camera, often providing a humorous comment on human nature or cultural or societal rituals and traditions. Parr is considered by many to be the pre-eminent proponent of an anthropological, satirical genre of photography; though he argues that his eye is never cruel, simply observational and curious.
For Gucci, Parr travelled around the world shooting people and timepieces in nine locations that have been designated Gucci Places by the House. These all have a significance for Gucci, either as a site where events relating to the House have taken place (often where advertising campaigns have been created or staged), or where Creative Director Alessandro Michele has found inspiration.