British photographer Martin Parr has become known for his witty, at times mildly sarcastic, depictions of everyday society. His extensive portfolio includes images of political protestors, street merchants, sports spectators, and club-goers—most of which are accentuated with bright colors and a touch of surrealism.

Starting this week, Parr’s signature photography style will be heavily featured on Gucci’s official Instagram page as a part of the house’s latest online campaign. Titled #TimeToParr, this project aims to explore the nature of time through photographs of anonymous people rocking Gucci watches in various locations around the world. The settings for each image are referred to as “Gucci Places,” all of which hold significance to the Italian fashion house. There’s the Bibo in Hong Kong; Waltz in Tokyo; Maison Assouline in London; Los Angeles County Museum of Art in Los Angeles; and the Dapper Dan Atelier in Harlem, just to name a few.

Complex recently spoke to Parr about his involvement in the project and how his approach to photography fit in with the label’s recognizable aesthetic. You can check out the Q&A, as well as photos from the series below. 

The #TimetoParr campaign launches today on Gucci’s official Instagram. The watches featured in the series are: G-Frame models, G-Timeless pieces, Gucci’s new Eryx watchesm and the Le Marché des Merveilles Secret Watch.

Gucci presents #TimeToParr
Image via Gucci

How does your photography style, which is often slyly humorous, mesh with the Gucci spirit?
Yes, there are many connections between my work and the Gucci aesthetic: eccentricity, colorfulness, and boldness.

What did you want to convey with #TimeToParr? It appears the people are the main subjects in the photos, while the timepieces are secondary.
It’s a journey, and the story of these particular places and the people we found and used within them coupled with the story about the watches.

Gucci presents #TimeToParr
Image via Gucci

What excites you about the label?
Their overall creativity. I’m not into fashion, I’m very impressed by the creativity of Gucci and its boldness to do things in its own way.

You’ve made a lot of waves with your politically focused work. How does your approach change when shooting documentary-style photography vs. commercial photography?
I use my own work and experiences and adapt them to my commercial work; I document what is taking place in front of me at that time, in my own style.

Gucci presents #TimeToParr
Image via Gucci
Gucci presents #TimeToParr
Image via Gucci
Gucci presents #TimeToParr
Image via Gucci
Gucci presents #TimeToParr
Image via Gucci