@hey_reilly is the mastermind behind Instagram’s greatest fashion memes

If this isn’t what Instagram was made for, we don’t know what is
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@hey_reilly is the mastermind behind Instagram’s greatest fashion memes
Photo: @hey_reilly

Cutting through the white noise of avocado toast brunches and two-year-late holiday photographs on our Instagram feeds is Scottish collage artist @Hey_Reilly.

Creating what he calls “brandalised” images, his work emulsifies imagery from fashion’s biggest brands and pop culture figures in his iconic digital pop-graphic style. Think Lady Liberty reimagined as a Fendi-toting fashion icon; Lord Voldemort posing for Louis Vuitton; or Céline campaigns featuring the one and only Ms. Dion.

The Royal College of Art graduate’s witty, metamodern mashups riff on the pop cultural zeitgeist and then turbo charge it with knock-out wit - so much so that his creations have not gone unnoticed on the front line of the fashion industry.

In 2018, his work jumped the rails into the real world with collaborations with fashion houses cool and confident enough to enlist his subversive sense of humour. Colette, Marc Jacobs, Gucci, Moncler and, most recently, Fendi got hip and tapped the visual prowess of the artist for works to which even the word “iconic” doesn’t truly do justice. 

Scroll on for some our favourite pieces.

Photos: Instagram