Gucci models carried their own severed heads walking the runway in Milan
The Italian luxury brand saw a 49% increase in sales last year due to, at least in part, its popularity among bloggers and influencers around the world - Instagram became the best advertising space they could ahve wanted.
Its fur-lined mules and loafers were a staple among the style set with disposable income and they reaped the financial rewards. And what better time to change things up drastically than when you're an industry leader at the very top or your game?
Why not send models down the runway carrying severed heads identical to themselves instead of a signature monogram handbag?
But the zany accessories didn't end there - models also carried baby dragons, chameleons and snakes as they showcased the Autumn/Winter '18/'19 collection during Milan Fashion Week; while some wore a third eye on their forehead or unibrows.
Interestingly, Yahoo Style has dug up creative director Alessandro Michele's reference to 'A Cyborg Manifesto' in 1984, which might indicate a deeper meaning than just the status quo, one which "trashes the big oppositions between nature and culture, self and world that run through so much of our thought".
The interpretation could loosely mean it's an attempt to dismantle gender norms. Or it could just mean we'll all be swapping clutches for chameleons next year.
For all the action from the Gucci Fashion Show, check out our gallery below: