In the house’s very first Instagram collaboration with a single artist, Gucci have partnered with Martin Parr for a portfolio of specially commissioned work. #TimeToParr comes after a round the world trip undertaken by Parr, photographing people and their watches in nine global locations.

Each one of these sites bear individual significance to Gucci and have previously appeared in campaigns and as collection reference points. They include: Chatsworth House in Derbyshire, Bibo in Hong Kong, Waltz in Tokyo, the Biblioteca Angelica in Rome, Maison Assouline in London, Los Angeles County Museum of Art, Castello Sonnino in Montespertoli, the Gucci Garden in Florence and the Dapper Dan Atelier in Harlem.

Having previously photographed the house’s men’s 2019 cruise lookbook, this new Instagram exclusive imagery reflects Parr’s own renowned observational eye and satirical weight. As with most of Parr’s work, the stars of these photographs are largely anonymous – tourists and employees indulging in a bit of shameless selfie action, snacking and taking in the sights.

See the rest of the campaign on Gucci’s Instagram here.

Read our interview with Martin Parr here.