Following the launch of #GucciGram, three years ago when 31 international artists were invited to remix the iconic models of the brand on Instagram, Gucci has presented its latest digital collaboration. Coined #TimeToParr, the Italian fashion house has joined forces with British documentary photographer Martin Parr for a social media project.

Harnessing the influence of Instagram, the collaboration resulted in a visual diary featuring Gucci’s luxury watches and real-people in official “Gucci Places”. Travelling to places of cultural importance to Alessandro Michele – Derbyshire, Hong Kong, Tokyo, Rome, London, Los Angeles, Florence and the Dapper Dan Atelier in Harlem New York – Parr captured ordinary people in real-life situations.

Gucci x Martin Parr

“I love contradictions, ambiguity and looking at realities in the world and [I] make pictures of it.”

From tourists, to workers and owners, each watch was taken from the Gucci universe and set in the real world, a take on the increasing accessibility of the luxury goods.

The visual diary is now Instagram and online at Gucci.