Meme artist called 'fashion hero'

But since luxury brand Gucci approached him to create memes for them and other big luxury titles have hopped on board, the @williamcult Instagram feed – and “darkly luxurious” aesthetic as one writer recently described it – has become a handle those in the know can no longer ignore.

He spoke to us this week from London, where he is taking over the world one post at a time.

You were an early adopter to Instagram. Why did it become such an important medium for you?