Over the past few years, Fashion Week has become more about the viral moments than the clothes.
Blame TikTok culture and the meme-ification of fashion, but this season's marathon of Autumn-Winter shows, taking place across New York, London, Milan and Paris, has seen more stunts than a motocross event.
Where a celebrity in the front row used to make headlines, the ante has well and truly been upped: now, designers are working with their PR teams to engineer spectacle after spectacle for social media audiences. The rule seems to be if it's bound to go viral, it goes on the runway. And things are getting... weird.
Below, we recap the 10 biggest moments of fashion month in order of 'WTF'.
1. Gucci's 68 identical twins.
Firstly, where do you even find 68 pairs of identical twins? Some kind of twin-only modelling agency?
Turns out they were scouted at Twins Day, an annual twin convention that takes place in Twinsburg, Ohio. We have to commend Gucci's eccentric creative director Alessandro Michele for outdoing himself here.