Three years ago, Gucci launched #GucciGram, inviting 31 international artists to remix the brand’s iconic patterns with their own individual flavour – and showcase the incredible results on Instagram (with the hashtag, of course). And now, the brand is once again harnessing the power of social media, but this time with a single artist, for their latest project #TimeToParr.

Collaborating with iconic British documentary photographer Martin Parr, #TimeToParr will be an intimate photo-series featuring Gucci’s luxury watches and will explore the nature of time.

For the Instagram-only series, Parr travelled all around the world capturing real people in designated Gucci Places (global locations that have a cultural connection to the Italian brand). Hong Kong. Rome. London. The Dapper Dan Atelier in New York. The Gucci Garden in Florence. Whether they’ve been the setting of lush advertorial campaigns or places of inspo for creative director Alessandro Michele, the locations will be showcased in Parr’s authentic snaps.

The series has now launched on Gucci’s Instagram.