Friday 20th July

| BY Roxy Lola

Gucci Presents #TimeToParr Instagram Project With Martin Parr

gucci_6Martin Parr is the master of acutely observational art. The legendary British documentary photographer knows how to make the mundane marvellous, taking modern every day environments, laying them out in a glorious almost hyperreality. And there’s nothing as ‘every day’ as checking your Gucci timepiece. Obviously. For Gucci’s next Instagram project, the House has collaborated with Martin Parr to create a series of images intimate photographs under the title #TimeToParr. Exploring the chosen Gucci places – Bibo in Hong Kong; Waltz in Tokyo; Maison Assouline in London; Los Angeles County Museum of Art; and the Dapper Dan Atelier in Harlem – Parr went out on a mission to photograph watches on anonymous people and in these places. Up close and personal (because, they’re watches) there’s all the classic rushes of colour Parr sees so well harmoniously clashing with a lo-fi reality, heightened into the world of the Gucciverse. No drama. Just simply Gucci. Gotta love a legendary collab.