Gucci just sent some crazy stuff down the runway at Milan Fashion Week

22 February 2018

Dragons, serpents and… severed heads?

As Fashion Month rolls into Milan, we’ve already seen a whole lot of creativity (Moncler’s “republic of imagination”, anyone?)

But we very much doubt anything will top what Gucci sent down the runway for their AW18 show last night. Models walked through an operating theatre set, wearing fantastical florals, geek-chic knits and crystal-embellished trainers were very much in keeping with creative director Alessandro Michele’s Gucci vision. However, what we didn’t see coming was the “accessories”, which included a snake, a chameleon, a Game of Thrones-esque baby dragon… and get this: replicas of their own heads!

Presenting the #GucciFW18 show space. The concept reflects the work of a designer—the act of cutting, splicing and reconstructing materials and fabrics to create a new personality and identity with them. The materials used are typical of an operating room and the environment around it: PVC on the walls and floors, fire doors with panic-bars, LED lamps, and plastic chairs like those in a waiting room. The LED lighting is stark, white and blinding. Watch the show live on Instagram Stories or through link in bio at 3PM CET. #mfw

A post shared by Gucci (@gucci) on Feb 21, 2018 at 5:00am PST

According to Vogue, Michele, a so-called big fan of the cinema, worked with Makinarium, an Italian company of techno-artisans who produce special and visual effects for movies and directors like Ridley Scott and Danny Boyle. The replica heads apparently took around six months to create – about the same length of time as it takes to design and produce a collection.

The intrigue started early. According to Dazed, the invite for the show was a timer in a plastic bag which counted down to showtime. Front row attendees included Chloe Sevigny, Veronica Heilbrunner, Anna Dello Russo and Rowan Blanchard.

For the #GucciFW18 fashion show, Creative Director #AlessandroMichele prompts us with a timer counting down in red digital numbers. Watch the show live on Instagram Stories or through link in bio tomorrow at 3PM CET. #mfw

A post shared by Gucci (@gucci) on Feb 20, 2018 at 2:03am PST

The excitement of the show produced a bevy of reactions across social media and included comments on both the models and their notorious accessories.

Modeling 101: It’s alway good to carry a spare head with you 🙃 @gucci #FW18 #MFW 🙈😁👍🏻 !🤣 https://t.co/fu3UMbokN1 pic.twitter.com/sfIbNedZ4T

— SUPERMODELS-ONLINE (@supermodelscom) February 21, 2018

When their candy enterprise folded, the Weasley twins turned to magic infused runway modeling to make ends meet. #GucciFW18 #Gucci pic.twitter.com/M3rsnx3lf1

— Courtney ⊗ (@CourtneyWRocket) February 21, 2018